Meta to stop serving ads to teenagers based on gender from February 2023

Meta to stop serving ads to teenagers based on gender from February 2023

In an effort to defend its platforms against allegations that they are detrimental to teenage users, Meta, the company of Instagram and Facebook, announced that it will no longer permit marketers to target ads at teens based on gender.

The social media behemoth announced that, from February 2023, advertisers, who generate the vast majority of the company’s enormous earnings, will only be able to target advertising at minors globally using age and geographical data.

The business stated teens would no longer receive ads based on their prior use of apps owned by Meta.

“Age and location will be the only information about a teen we’ll use to show them ads. Age and location help us ensure teens see ads meant for their age and products and services available where they live,” Meta wrote in a blog post titled ‘Continuing to Create Age-Appropriate Ad Experiences for Teens.’

Meta acknowledged that “teens aren’t necessarily as equipped as adults to make decisions about how their online data is used for advertising.”

According to Meta, the modifications were made in response to comments from parents and professionals. They would be in compliance with new regulations in various nations about content aimed at children.

Meta introducing more teen-specific controls

The organization is under more pressure to stop showing its users highly tailored ads. This technique generates billions of dollars in yearly revenue for the firm from advertisers.

“We’re also introducing more teen-specific controls and resources to help them understand how ads work and why they see certain ads on our apps. These changes reflect research, direct feedback from parents and child developmental experts, UN children’s rights principles, and global regulation,” Meta wrote.

The Silicon Valley giant was handed a Euro 390 million fine last week as part of an ongoing legal dispute over advertising with the European Union that has lasted years.

More concerningly for the Mark Zuckerberg-founded company, European regulators disapproved of the legal justification Meta provided for collecting users’ personal information for targeted advertising.

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