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Meta will remove 'Detailed Targeting Options' on January 19, 2022, but will continue to expand advertisement to help small businesses grow their audiences by expanding Ad controls. The announcement comes as Meta considers removing 'Detailed Targeting Options' that relate to topics that people may find sensitive or upsetting.
How to Avoid Facebook Ads on Certain Sensitive Subjects
Meta has announced that this will result in the disappearance of certain causes, organizations, or public figures. Additionally, those who are sensitive to race or ethnicity, political affiliation, religion, or sexual orientation.
"It is important to note that the interest targeting options we are removing are not based on people's physical characteristics or personal attributes, but rather on things like people's interactions with content on our platform," according to a statement on Meta's website.
"However, experts have expressed concern that targeting options like these could be used in ways that result in negative experiences for people from underrepresented groups."
"We review, update, and remove targeting options on a regular basis to simplify our ad system, provide more value to advertisers and people, and reduce the possibility of abuse."
Different types of Facebook advertising
In the same statement, Meta reiterated their desire to assist companies in reaching their target audience through various measures and initiatives that Meta has in place to assist companies in reaching this expanded audience.
One method is through an advocacy group seeking to "drive donations or a small business attempting to connect with its customers can use Engagement Custom Audiences to reach people."
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Another method is to use website custom audiences to help businesses reach those who have previously used their website or products, and then link them back to grow the audience.
"We remain committed to assisting small businesses, non-profits, and advocacy groups in reaching their target audiences," Meta said.
The statement was followed by an explanation of their position on users having additional Ad control.
"Even after we update our targeting options, people may still see ad content they aren't interested in, which is why we're also working to expand the control that allows people to choose to see fewer ads about certain types of content.
"People can now choose to see fewer ads about politics, parenting, alcohol, and pets. We will give people control over more types of ad content, including gambling and weight loss, early next year.
"We will continue to evaluate and evolve our ad system, as we have for several years. Simultaneously, we will ensure that our partners have the tools they need to reach their customers and improve their performance on our platform."
