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Meta will remove some of the ad targeting options related to sensitive topics on January 19.
The goal is to meet people’s growing expectations about how advertisers can reach them, as well as to address comments from civil rights experts and policymakers on the importance of preventing advertisers from abusing the targeting options Meta provides.
On January 19, they will be removing some Detailed Targeting options on topics that people find sensitive, such as targeting options referencing causes, organizations or public figures that relate to health, race, ethnicity, religion, sexual orientation, etc. Some of the examples they provided were:
Health causes: ‘Lung cancer awareness’, ‘World Diabetes Day’
Sexual orientation: ‘ LGBT culture’, ‘Same-sex marriage’
Religious practices: ‘Jewish holidays’, ‘Catholic church’
Political beliefs, social issues, organizations and figures
Why Is This Important?
If you use Facebook for advertising, you won’t be able to rely on targeting options that relate to sensitive topics. This means you will have to change your ad strategy when planning new campaigns. However, the existing campaigns you have will be able to run for additional 60 days after the new update. Some edits in the campaign (such as spending limit or name) will be possible to make until March 17, without affecting the targeting. But, if you pause the campaign before March 17, you will be unable to turn it back on without updating the targeting.
Additionally, Meta will remove targeting options that have not been widely used because of their overall redundancy. They didn’t mention anything specific.
