Global brand dynamics.
Google's advertising policy changes to curb discrimination.
Credit, employment and housing providers are prohibited from conducting targeted advertising campaigns based on sensitive categories.
Original title:
Google Ads Revises Policies to Curb Discriminatory Practice
Credit, employment and housing providers are prohibited from targeting campaigns based on sensitive categorie
Author /Andrew Blustin
Ronan.·Ronan Shileds
.Between:2020.06.
Translation/Thank You.
Google claims that the latest policy update announcement is not a direct response to ongoing protests over racial inequality.Google Ads, Google's advertising platform, is updating its policies to prevent advertisers promoting credit, employment and housing services from targeting customers in a number of sensitive categories. This is an initiative to curb such targeted activities in response to the U.S. Department of Housing and Urban Development.Advertisers in the United States and Canada will no longer be able to lock in or exclude ads based on age, gender, marriage and/or parentstatus, and postal code.The update is in line with Google's established advertising policy, which prohibits targeted or personalized advertising campaigns based on other sensitive categories, such as ethnicity, race, religion, and sexual orientation.Google says the latest update is aimed at improving housing, employment and credit opportunities. The exact timing of the policy launch is expected to be announced in the coming weeks due to the new crown pneumonia pandemic."Our Google advertising policy is designed to protect users, advertisers, and publishers, and prohibit advertisers from committing violations that discriminate against users," Scott Spencer, the company's vice president of product, wrote in a blog post. He also noted that users can opt out of personalized ads.In an interview with Adweek, Google said its partnership with the U.S. Department of Employment and Housing And Urban Development (HUD) began in 2019 and that the timing of the announcement was not necessarily driven by a wave of protests against racial inequality around the world. Some advertisers and big tech brands like Facebook have come under fire in the wave of protests. But it's worth noting that Google's announcement today echoes a similar policy change Facebook made last year."As part of our efforts, we will provide housing advertisers with more information about fair housing to ensure that they behave in a way that facilitates access to housing," Spencer wrote. "We will also continue to work with the U.S. Department of Employment and Housing And Urban Development (HUD), civil rights and housing experts, and the broader advertising industry to address discrimination in advertising targeting."In a separate statement shared with Adweek, Ben Carson, secretary of the U.S. Department of Employment and Housing Urban Development (HUD), said, "The online advertising space is improving, and the U.S. Department of Employment and Housing Urban Development (HUD) encourages platforms such as Google to eliminate illegal discrimination and seek to ensure compliance with our nation's Fair Housing Act." "In a separate statement shared with AdWeek, Ben Carson, secretary of the U.S. Department of Employment and Housing And Urban Development (HUD), said: "The online advertising space is improving, and the U.S. Department of Employment and Housing Urban Development (HUD) encourages platforms like Google to take such steps to eliminate illegal discrimination in advertising and seek to ensure compliance with our nation's Fair Housing Act." "
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