Google has just announced some extra targeting restrictions for Google’s new ads such as housing, credit, and employment ads because it works to eliminate discriminatory use of its targeting and advanced tools.
In light of that Google says “[The new] policy will prohibit impacted employment, housing, and credit advertisers from targeting or excluding ads based on gender, age, parental status, marital status, or ZIP Code, in addition to our longstanding policies prohibiting personalization based on sensitive categories like race, religion, ethnicity, sexual orientation, national origin or disability.”
Not only that, but both Google and Facebook have been working to do restrictions in specific verticals, and that’s after a variety of investigations found that their advanced targeting systems can actually be used for discriminatory, moreover illegal purposes.
Looking back at 2018, Facebook removed 5,000 of its targeting and advanced options, however, it was also adding a new advertiser certification process and that’s to reduce discriminatory targeting capacity, as well as preventing misuse.
Moreover, in March 2019, Facebook also implemented the same exact restrictions that Google has just announced, which means it has taken a year from Google just to catch up in this aspect.
In light of Google’s new ads restrictions, the question is why has it taken Google more than a year to follow Facebook?
Actually, Google has been developing advanced policies on this front for a while, so it just hasn’t got around to launch them. Besides, now they are released and that should help to stop the specific misuse of Google Audiences.
As Google says “We’ve been working closely with the U.S. Department of Housing and Urban Development (HUD) on these changes for some time, and we appreciate their guidance in helping us make progress on these important issues.”
Additionally, Google says that there is no definitive timeline for the new limitations -Google’s new ads restrictions- to be fully done, however, Google aims to have it completely launched by the end of this year, with Canada and the US as a priority.
Moreover, Google adds that it will provide impacted advertisers with information about the changes that might happen in the upcoming weeks.