Facebook’s Ad Targeting New Policy

Facebook provides lots of targeting options (such as demographics, location, interests and behaviours) to help advertisers target their audience accurately. However, some of the sensitive options might lead the advertisements involve discrimination issues. For example, Advertising related to housing rental, loans and employment would like to exclude specific groups of racial and ethnic. Therefore, Facebook has temporary suspended to exclude racial and ethnic groups (e.g. Expats Philippines, Expats Malaysia etc.) from Ad, and also conducting an audit of how advertisers exclude groups.

If advertisers still have the need to exclude expats, the ruled-out option of “Expats All” and Expats related interest targeting are still available. Under the new anti-discriminatory policy, it will be more challenging for advertisers to exclude specific expats, but there are still some effective ways to increase your target audience hit rate.