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Advertising: on Instagram and Facebook, young people can no longer be targeted according to their gender


Alexander Boero

January 13, 2023 at 8:40 a.m.

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Meta Facebook Instagram logo © Shutterstock

© Shutterstock

From February, advertisers on the social networks of the Meta group will no longer be able to target young people according to their gender. They should focus on age and location.

Facebook and Instagram’s parent company, Meta, this week announced the removal of gender as a targeting option for companies serving ads to teens on the group’s California platforms. It will come into force next month and will limit targeting.

Increasingly restricted targeting that will be limited to age and location

Just a few months after ending the targeting of teenagers based on their interests and activities, Meta took a new step to better protect young people from ads. Gender (or sex) will no longer be part of the options allowing advertisers to reach teenagers, starting in February.

Meta thus restricts a little more the springs available to advertisers to target young users of Instagram or Facebook. In the summer of 2021, the American firm had already prohibited advertisers from knowing the history of teenagers on other sites.

Age and location will therefore be the only information belonging to the Meta group made available to advertisers. The company indicates that these two data “ help us continue to ensure that young people see ads that are appropriate to their age and to the products and services available where they live “.

Stronger ad controls for younger users

Later in March, teens will have more ways to manage the types of ads they see on Mark Zuckerberg’s social media, thanks to ad topic controls.

Young users will be able to access their advertising preferences from Facebook and Instagram settings, and can choose to see less of this or that type of ad, or declare that they have no preference.

Source : Meta



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