“Discriminatory advertising has no place on Facebook”, according to Facebook Inc who have committed to providing better education to advertisers about the prohibition against discrimination and to strengthening the procedures used to enforce this prohibition.
Facebook met with policymakers and civil rights leaders to gather feedback about ways to improve enforcement while preserving the beneficial uses of advertising tools.
Discriminatory advertising can wrongfully deprive people of opportunities and experiences, particularly in the areas of housing.
New York State Attorney General Eric T. Schneiderman; Members of the Congressional Black Caucus including Chairman Cedric Richmond, Rep. G.K. Butterfield, Rep. Yvette D. Clarke, Rep. Emanuel Cleaver, II, and Rep. Robin Kelly; the Congressional Hispanic Caucus and Chairwoman Michelle Lujan Grisham; Rep. David N. Cicilline, Co-Chair of the Congressional LGBT Equality Caucus; the American Civil Liberties Union; the Leadership Conference on Civil and Human Rights; the Center for Democracy & Technology; the NAACP Legal Defense Fund; the National Fair Housing Alliance; the Brookings Institution; and Upturn all raised concerns that discriminatory advertising can wrongfully deprive people of opportunities and experiences, particularly in the areas of housing, employment and credit, where certain groups historically have faced discrimination.
This caused Facebook to introduce a new policy as well as new tools to help combat discriminatory ads who breach Discriminatory Practices.
The new tools that Facebook have employed is machine learning to help identify ads that breach these conditions and alert Facebook to provide notice or suspension.
In particular when an advertiser attempts to show an ad that offers a housing, employment or credit opportunity and either includes or excludes multicultural advertising segments
Which begs the question, why have that option in there in the first place?