AdvertiseMint

The #1 Facebook Advertising Agency. 844-236-4686

  • Home
  • Services
    • Facebook Advertising Agency
    • Instagram Advertising Agency
    • Snapchat Advertising Agency
    • LinkedIn Advertising Agency
    • Spotify Advertising Agency
    • Google Ads Advertising Agency
    • Amazon Advertising Agency
    • Pinterest Advertising Agency
    • TikTok Advertising Agency
    • YouTube Advertising Agency
  • Pricing
  • Blog
    • Wiki
  • About
  • Contact
  • 844-236-4686
  • Get Started
You are here: Home / Facebook / Facebook Removes Multicultural Affinity from Ad Targeting Options

August 18, 2020

Facebook Removes Multicultural Affinity from Ad Targeting Options

AUG. 18, 2020

Austin Distel / Unsplash

Facebook announced that it is removing multicultural affinity from its ad targeting options. Examples of multicultural affinity targeting include “African American,” “Hispanic,” and “Asian American.”

According to Facebook, the change simplifies the targeting process. 

“As part of our latest efforts to simplify and streamline our targeting options, we’ve identified cases where advertisers — of all sizes and industries — rarely use various targeting options.”

Segments in line for removal include those that are infrequently used, duplicates, or overly granular. For example, Facebook is omitting the targeting option “Key West” since a better alternative, “Key West, Florida,” is already available. 

However, Facebook did mention that it is removing affinity targeting to prevent misuse:

“We’re removing multicultural affinity segments and encouraging advertisers to use other targeting options such as language or culture to reach people that are interested in multicultural content. We continue to support product solutions for multicultural marketing while guarding against their potential for misuse.”

This isn’t the first time Facebook removed ad options due to manipulation by bad actors. Back in 2017, the social media giant removed self-reported targeting after ProPublica revealed that the feature has been used to discriminate and promote hate speech. In 2018, Facebook prevented advertisers from targeting users according to their sexual orientation. In 2019, the company rolled out Special Ad Categories, a required classification for housing, credit, and employment ads with limited targeting options. 

Despite removing thousands of ad targeting segments during the past two years, including race, ethnicity, and religion, the social media company assures advertisers that changes do not affect ad campaigns, that alternative targeting options reap the same results. 

“These changes will not impact the vast majority of advertisers and most targeting options remain available…we will guide advertisers to options that are similar to ones that have been removed and that should provide comparable performance.”

Advertisers can learn more about prohibited advertising practices by visiting Facebook’s ad policies. 

Written by Anne Felicitas

Comments

comments

Article by Anne Felicitas / Facebook / facebook, facebook ad targeting, facebook ads, facebook advertising

About Anne Felicitas

Possessing five years of digital writing experience, Anne Felicitas is the blog editor of AdvertiseMint, a Facebook advertising agency that specializes in Facebook and Instagram ad management. Anne writes content and oversees a team of freelance writers and contributors, ensuring the AdvertiseMint blog regularly produces both short- and long-form content related to social media, marketing, and advertising.

Complete Guide to Facebook Targeting

Download our FREE Facebook guide with over 850 ad targeting options.

  • This field is for validation purposes and should be left unchanged.
Hear the Audiobook FREE on Audible

Posts by Network

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube

Posts by Category

  • Hiring
  • Press Release

Popular Articles

social-media-video

How to Use Videos Effectively to Boost Conversions

tiktok-amazon-marketing

How to Use TikTok to Sell Amazon Products

ecommerce-changes-with-covid

How E-Commerce Needs to Adapt in a Post-COVID Economy

social-media-customer-service

How to Use Social Media to Drive Customer Retention

fomo-marketing

7 Great FOMO Marketing Tactics That Will Drive Sales

instagram-rooms

7 Ways to Use Instagram Live Rooms to Engage and Sell

how-to-drive-sales-using-facebook-messenger

How to Excite Customers and Drive Sales with Messenger

How Brands Use TikTok

TikTok Content Inspiration to Amplify Your 2021 Strategy

women-selling-on-amazon

How Women Are Winning on Amazon [Infographic]

facebook-marketing-partner-updates

Updates Announced for Facebook Partner Directory

AdvertiseMint

  • Home
  • About
  • Careers
  • Blog
  • Definitions
  • Programs
  • FAQ
  • Write for Us
  • Press
  • Sitemap

NEWSLETTER

Sign up for our weekly email on Facebook ads.

NEWSLETTER

Our Location

Certifications



advertisemint google partner     

7080 Hollywood Blvd, Hollywood, CA 90028       |       844-236-4686

Terms and Conditions | Privacy Policy | Cookie Policy
© 2021 AdvertiseMint All Rights Reserved.
This site uses cookies. Find out more.