GOOD NEWS: Facebook is making an effort to help reduce racial targeting in ads about housing, credit and employment!
Writer Jessica Guynn advises that Facebook is also requiring advertisers affirm that they are not placing discriminatory ads regarding educational material as well.
In the past Facebook was scrutinized for allowing ‘affinity marketing’ or ‘ethnic affinity marketing’ by virtue of giving marketers tools to target people based on sensitive, and at times discriminatory, information that is available to social networks and big data brokers.
The USAToday article discusses the recent change in Facebook’s policies as a positive one that will hopefully move Facebook toward greater compliance of federal anti-discrimination laws.
Some critics believe that multicultural marketing is helpful in order to reach target markets and better serve consumers. WFCSBE believes that the new Facebook policies are a positive step toward creating better racial equality. As always, Wells Fargo Center for Small Business & Entrepreneurship strives to support diversity, inclusion, achievement and excellence within the Cal State University Northridge population and within the greater LA Valley community.
WFCSBE is a non-profit organization funded by Wells Fargo and CSUN that matches LA Valley businesses with CSUN university professors in order to create marketing plans, business plans and advertising campaigns for the benefit of local businesses.
Author:Robin Yerian. Robin studies Marketing and Business Administration at California State University, Northridge. She has received an honorable mention for her secondary research regarding the millennial generation in association with the national American Marketing Association case competition for eBay in which she provided consumer insights. Robin is the student assistant responsible for managing client relationships, communications, and social media for the Wells Fargo Center for Small Business & Entrepreneurship at CSUN.