Facebook’s offensive ad targeting options go far beyond ‘Jew haters’

Slate reports: ProPublica reported Thursday that it was able to use Facebook’s advertising platform to target users who had expressed interest in topics such as “Jew hater” and “German Schutzstaffel,” also known as the Nazi SS. And when ProPublica’s reporters were in the process of typing “Jew hater,” Facebook’s ad-targeting tool went so far as to recommend related topics such as “how to burn Jews” and “History of ‘why Jews ruin the world.’”

To make sure the categories were real, ProPublica tried to purchase three ads, or “promoted posts,” targeting those users. Facebook’s targeting tool initially wouldn’t place the ads—not because of anything wrong with the categories, but simply because the number of Facebook users interested in them was beneath its preprogrammed threshold. When ProPublica added a larger category to “Jew hater” and the others, however, Facebook’s ad tool reported that its audience selection was “great!” Within 15 minutes, the company’s ad system had approved all three ads.

Contacted about the anti-Semitic ad categories by ProPublica, Facebook removed them, explaining that they had been generated algorithmically. The company added that it would explore ways to prevent similarly offensive ad targeting categories from appearing in the future.

Yet when Slate tried something similar Thursday, our ad targeting “Kill Muslimic Radicals,” “Ku-Klux-Klan,” and more than a dozen other plainly hateful groups was similarly approved. In our case, it took Facebook’s system just one minute to give the green light. [Continue reading…]

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