As part of a larger revamp designed to strengthen the company’s advertising policy for young users, Meta Platforms Inc. is deleting gender as an option for advertisers to target teenagers on Facebook and Instagram.
Facebook announced on Tuesday that it would stop using user activity on Instagram and Facebook to target ads to teenagers. According to the social media firm, engagement on specific Instagram feeds or Facebook pages will no longer influence the kinds of ads youngsters would see.
As Meta says, the modifications will become effective in February.
According to Meta, Facebook and Instagram will use only age and geographical information to display ads. The firm intends to expand the number of topics accessible for that function in March, according to Meta, and permits adolescents to view fewer advertisements on specific issues.
These Changes Play Well with Meta’s Strategic Efforts
Advertisers were previously allowed to target teens based on their interests and behaviors on other platforms and websites. However, Meta Platforms have removed this feature. Adverts on specific topics, such as alcohol, financial services, and weight loss products, are likewise banned by the company.
Meta is making efforts to keep Instagram and Facebook age-appropriate for young people, according to a spokesperson for the company. Additionally, they claim Meta made the adjustments in response to parent and kid-developmental experts’ comments. Standards in different countries also had a thing or two to do with the decision.
Common Sense Media, a children’s rights group, employs Irene Ly as a policy counsel. According to her, Meta Platforms’ progress is positive. However, the company should do more to limit how much information it grabs from children.
European authorities are increasingly scrutinizing Meta’s advertising policies. Ireland’s Data Protection Commission has its reasons. The fact that Meta sends Facebook and Instagram users advertisements based on their online activity is not sufficient justification for Meta to do so.