Facebook Inc directs advertising to audiences in ways that could promote racial ...
SAN FRANCISCO - Facebook Inc directs advertising to audiences in ways that could promote racial and gender discrimination, a new study showed, adding to allegations that prompted the U.S. government to sue the world’s largest social media company last week.
“Ad platforms themselves can shape access to information about important life opportunities in ways that might present a challenge to equal opportunity goals,” said the group, whose university researchers have done separate studies on online ad systems. The researchers advertised lumber job ads on Facebook and found that the algorithms delivered the postings to mostly white men, while secretary positions mostly went to black women. That held true even when lumber ads pictured black people, and the secretarial jobs white people.
Though the pictures of people in the job ads did not appear to affect the audience makeup, the photos used did appear to be a factor for Facebook’s algorithm in other cases.
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