Facebook has been frequently blamed for allowing advertisers to discriminate against users by age, race, and other characteristics, which promote the social network to make changes this year in regard to housing, credit and job ads.
Neutah Opiotennione, a 54-year-old woman in Washington, DC, sued this social media platform for allegedly denying her ads about financial services over the past three years because of her gender and age this week.
on Thursday, this proposed class-action lawsuit, filed in a federal court in San Francisco, alleges the company violated a state civil rights law by enabling advertisers to engage in these purportedly discriminatory practices.
The lawsuit cites several examples in which advertisers for life insurance, loans, and other financial services which target users by gender and age.
According to the lawsuit, one ad by a trading platform targeted men ages 20 and older who live in the US.
Facebook announced in March that advertisers running housing, employment and credit ads will no longer be able to target users based on gender, age or ZIP code, and will have fewer options when it comes to targeting users.
These changes were part of an agreement that this company reached with civil rights groups which include the American Civil Liberties Union, which filed five discrimination lawsuits against the social network between 2016 and 2018. The lawsuits alleged Facebook allowed advertisers to discriminate against users by excluding people from seeing certain housing, employment and credit ads based on gender, age and where they lived.
Facebook has been under pressure to make changes to its ad-targeting after ProPublica reported in 2016 that this company allowed advertisers to place housing ads that excluded users by race, which is illegal under federal law.
Facebook pulled a tool that allowed advertisers to exclude users from seeing housing, employment and credit ads based on their “ethnic affinity.” in response.