Photo by Ben Combee from Austin, TX, USA (Flickr) [CC-BY-2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
President Donald Trump’s 2016 presidential election campaign sought to persuade 3.5 million Black voters in key battleground states to stay home on Election Day by targeting them with negative Facebook ads about Democratic nominee Hillary Clinton, according to a Monday report on Britain’s Channel 4 News.
A massive data leak obtained by the U.K. outlet shows that four years ago Trump’s digital campaign team compiled files on 198 million American voters, which included information about their domestic and economic status obtained from market research companies. An algorithm then divided the voters into eight categories, called “audiences,” so they could be targeted with tailored ads on Facebook and other social media platforms. Continue reading →
This story was co-published with The New York Times.
Mark Edelstein, a social media marketing strategist who is also legally blind, says he never had serious trouble finding a job until he turned 50. (Whitney Curtis for The New York Times)
A few weeks ago, Verizon placed an ad on Facebook to recruit applicants for a unit focused on financial planning and analysis. The ad showed a smiling, millennial-aged woman seated at a computer and promised that new hires could look forward to a rewarding career in which they would be “more than just a number.”
Some relevant numbers were not immediately evident. The promotion was set to run on the Facebook feeds of users 25 to 36 years old who lived in the nation’s capital, or had recently visited there, and had demonstrated an interest in finance. For a vast majority of the hundreds of millions of people who check Facebook every day, the ad did not exist.
Verizon is among dozens of the nation’s leading employers — including Amazon, Goldman Sachs, Target and Facebook itself — that placed recruitment ads limited to particular age groups, an investigation by ProPublica and The New York Times has found.
The ability of advertisers to deliver their message to the precise audience most likely to respond is the cornerstone of Facebook’s business model. But using the system to expose job opportunities only to certain age groups has raised concerns about fairness to older workers.
Several experts questioned whether the practice is in keeping with the federal Age Discrimination in Employment Act of 1967, which prohibits bias against people 40 or older in hiring or employment. Many jurisdictions make it a crime to “aid” or “abet” age discrimination, a provision that could apply to companies like Facebook that distribute job ads.
“It’s blatantly unlawful,” said Debra Katz, a Washington employment lawyer who represents victims of discrimination.
