Prior to its implementation in 2019, Facebook allowed advertisers to target users based on several segments, such as their interests or backgrounds, and even permitted the ability to exclude specific groups, which was categorized under “Ethnic Affinities.” For example, certain ads about job opportunities, home sales, and credit offers could be displayed only for white men in high-income neighbourhoods, while ads about pay-day loans or minimum wage jobs could be targeted to people of colour in low-income neighbourhoods. This was put in place because Facebook wants to eliminate any discrimination that could occur when advertising within these categories. ![]() This means that if your ads include any mention of these topics, you will need to specify so within Facebook’s Ads Manager when you are creating your campaign, and once this is selected, your ads will have a limited targeting. ![]() ![]() What is the Facebook Special Ad Category & Why Does It Exist?įacebook’s Special Ad Category encompasses any ads that pertain to employment, credit, housing, and politics.
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