Thousands of ad topics to be removed by Facebook / Meta
Social Media privacy regulations are constantly evolving and it's no secret that Facebook (or should we say Meta?) has been under the cosh recently for their ad targeting abilities. To try and avoid problematic issues in the future, Facebook announced that they will be removing a colossal amount of ad targeting options that refer back to sensitive topics. Starting in January 2022, interactions with content surrounding health, race, political beliefs, religion or sexual orientation will be banished from the platform. In this week's Mighty blog, we explain what this change means to the landscape of Social Media marketing.
Why do Facebook’s / Meta’s targeting changes matter?
Put simply, Facebook has in the past allowed organisations to abuse their position and knowledge of micro-targeting capabilities. Some advertisers have broken the rules by discriminating against and targeting vulnerable groups. Predatory ads have been known to reinforce addictions with both gambling and alcohol, influence behaviour in a negative way and even degrade the consumers mental health. Understandably, the Facebook brand has been hit with criticisms ever since this came to light.
Graham Mudd, Facebooks very own Vice President of product marketing for ads said to Reuters “We've heard concerns from experts that targeting options could be used in ways that lead to negative experiences for people in underrepresented groups."
More on Meta
So what does this mean for you?
In the third quarter of 2021, Facebook’s total advertising revenue amounted to $28.2 billion. But with thousands of options being removed, businesses will no longer be able to hone in on elements related to sexual orientation, political beliefs, etc. Mr. Mudd explains "The decision to remove these Detailed Targeting options was not easy and we know this change may negatively impact some businesses and organisations."
Our view at Mighty Social is that healthcare brands, political parties and charities are more than likely to feel the impact of the impending change the most. Whilst marketeers on the Facebook/Meta platforms will still be able to target consumers by location and reach audiences who have previously engaged with their content, the removal of these parameters will mean that certain businesses can no longer use their influencing power for good. Brands that support causes and movements are more likely to attract young consumers which inevitably shapes the next generation of free thinkers and social economics.
Our thoughts on the change
Inclusion is everything to us at Mighty Social and of course we agree that both advertisers and social platforms need to act responsibly to ensure the safety of their consumers. It's clear to see why the change makes sense in certain aspects, but a totalitarian overhaul of specific marketing techniques seems like a knee jerk reaction to a minority of advertisers not using the product in the correct fashion. Instead, we would suggest imposing restrictions on these firms until they prove that they can act as safely as the rest of us.
We recommend that brands build up their own first-party data. Focus lists are essential to gaining new business, so gather information on audiences where you can.
If you would like more information on the impending changes to Facebook, Meta or anything related to Social Media, please get in touch with our team today.