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Facebook says it allows advertisers to target users on the basis of interest & behaviour

14-June-2018
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Facebook says it allows advertisers to target users on the basis of interest & behaviour

Facebook has admitted that it allows advertisers to target users based on their "interests" and "behaviours".

According to media reports, the social media giant has made the admission in a document released by it in response to the queries raised by two Senate committees probing the data leak scandal.

Facebook CEO Mark Zuckerberg had appeared before the US Congress in April to answer questions of lawmakers related to data privacy and other issues following the data leak scandal involving Cambridge Analytica. At that time, Zuckerberg was unable to provide answers of many of the questions on the spot. Now Facebook has reportedly followed up, providing 500 pages of answers to the Senate committees, the media reports mentioned.

It has been reported that in the documents, Facebook has answered questions about issues such as Cambridge Analytica data leak scandal, ad targeting and moderation policies.

One of the questions that Facebook has answered is if advertisers could use ‘ethnic affinity’ marketing categories to potentially discriminate against Facebook users in the areas of housing, employment and credit.
Replying to the question, Facebook has reportedly said that it does not offer targeting "based on race, religion, disability, sexual orientation, or gender identity". But it offers "targeting options called 'interests' and 'behaviours'. Facebook said that these options are based on people's activities on Facebook, and when, where and how they connect to the internet".

The social network has also said that it offers "multicultural affinity segments" -- people whose activities on Facebook suggest they may be interested in content related to the African American, Asian American or Hispanic American communities.

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