Wednesday Reads: “Multicultural Affinity”
Posted: January 30, 2018 Filed under: Civil Rights, Human Rights, morning reads, open thread, Political and Editorial Cartoons, racism, SOTU, the GOP, Trump, U.S. Politics, Wednesday Hump Day Cartoons | Tags: "Ethnic Affinity", African-American, Asian-American, Congressional Black Caucus, discriminatory advertising, exclude by race, Facebook, Facebook advertisers, Facebook advertising, Fair Housing Act, Fair Housing Act of 1968, Hispanic, multicultural affinity, ProPublica, target marketing, The Civil Rights Act of 1964 34 Comments
Well, hello…
Anyone know exactly what “multicultural affinity” means?
In advertising terms it is:
used to descibe the quality of people who are interested in and likely to respond well to multicultural content. referring to their affinity to the cultures they are interested in. based on affinity, not ethnicity.
According to my Facebook categories, I have African-American multicultural affinities.
They also say I’m “very liberal” …I wonder what gives them that idea?
The reason I came about this discovery was an article about Facebook ads targeting your political affiliation:
How to Change Facebook Ads Privacy Settings Targeting Your Politics – Thrillist
Unless you’ve managed to avoid your Facebook feed for the last year and half, no doubt you’ve learned a whole lot more about your friends’ and family’s political views than you ever cared to. And even if you’ve personally made a conscious effort to stay neutral or discreet about your leanings in the midst of the madness, the reality is that Facebook has a pretty good idea of your political preferences anyway.
That’s because included amongst the hordes of data Zuckerberg and Co. are constantly collecting about you in order to better serve up ads is an inference about how liberal, moderate, or conservative you might be. Here’s how to find out what you’ve been categorized as, and how to change it.
What I find interesting…is that on that political front, facebook does not have any sample ads for my “very liberal” political leanings:
But what is really funny….is that they have samples of ads for my African-American “multicultural affinity”:
Hmmmm, credit problems and burner phones? Okay….
But what is interesting is that Facebook has me “categorized” as a US soccer kind of person…not one who has an American Football affinity:
Damn, no sample ads for that either….but keep that tidbit of info handy because we will come back to it shortly.
Why does all this shit matter you may say?
(Date on this link is from 12/2015)
The 2010 U.S. Census reported that Hispanics, African Americans and Asian Americans make up one-third of the U.S. population, and that number is growing rapidly. Reaching and personalizing to these audiences is an essential part of any brand’s marketing strategy. As such, Facebook recognized a need for more multicultural targeting across Facebook and Instagram.
According to Facebook, Multicultural Affinity is “the quality of people who are interested in and likely to respond well to multicultural content.” This new targeting solution enables advertisers to more effectively reach and engage people of varying traditions, beliefs, aesthetics, languages and musical tastes. The targeting is based on affinity, not ethnicity. Affinity can be described as “a relationship, like a marriage, as a natural liking, and as a similarity of characteristics.” This means that ads can be targeted to people with multicultural interests.
Three audiences have been broken out in Multicultural Affinity: Hispanic, African American and Asian American affinities:
You can go to the link to read about the three audiences, the point to this should be highlighted here, cough…cough:
This targeting is very concentrated and it may not be the best solution for every advertiser or every campaign. To drive the best results, this targeting should only be used with a specific goal to reach a specific audience. Conduct a test to see how Multicultural Affinity targeting performs against existing targeting to determine its effectiveness.
However when you look more into the real reason for the breakdown, you can see what the real target is used for:
Facebook Lets Advertisers Exclude Users by Race — ProPublica
Oh, look at the date on this, Oct. 28th, 2016
Facebook’s system allows advertisers to exclude black, Hispanic, and other “ethnic affinities” from seeing ads.
Imagine if, during the Jim Crow era, a newspaper offered advertisers the option of placing ads only in copies that went to white readers.
That’s basically what Facebook is doing nowadays.
The ubiquitous social network not only allows advertisers to target users by their interests or background, it also gives advertisers the ability to exclude specific groups it calls “Ethnic Affinities.” Ads that exclude people based on race, gender and other sensitive factors are prohibited by federal law in housing and employment.
You can see the actual name of this feature was called “Ethnic Affinity”:
The ad we purchased was targeted to Facebook members who were house hunting and excluded anyone with an “affinity” for African-American, Asian-American or Hispanic people. (Here’s the ad itself.)
When we showed Facebook’s racial exclusion options to a prominent civil rights lawyer John Relman, he gasped and said, “This is horrifying. This is massively illegal. This is about as blatant a violation of the federal Fair Housing Act as one can find.”
The Fair Housing Act of 1968 makes it illegal “to make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin.” Violators can face tens of thousands of dollars in fines.
The Civil Rights Act of 1964 also prohibits the “printing or publication of notices or advertisements indicating prohibited preference, limitation, specification or discrimination” in employment recruitment.
Facebook’s business model is based on allowing advertisers to target specific groups — or, apparently to exclude specific groups — using huge reams of personal data the company has collected about its users. Facebook’s microtargeting is particularly helpful for advertisers looking to reach niche audiences, such as swing-state voters concerned about climate change. ProPublica recently offered a tool allowing users to see how Facebook is categorizing them. We found nearly 50,000 unique categories in which Facebook places its users.
Oh boy…go and read the whole thing, and then see the follow-up here:
Facebook (Still) Letting Housing Advertisers Exclude… — ProPublica
Yeah, the date here is Nov. 21st, 2017
After ProPublica revealed last year that Facebook advertisers could target housing ads to whites only, the company announced it had built a system to spot and reject discriminatory ads. We retested and found major omissions.
In February, Facebook said it would step up enforcementof its prohibition against discrimination in advertising for housing, employment or credit.
But our tests showed a significant lapse in the company’s monitoring of the rental market.
Last week, ProPublica bought dozens of rental housing ads on Facebook, but asked that they not be shown to certain categories of users, such as African Americans, mothers of high school kids,people interested in wheelchair ramps, Jews, expats from Argentina and Spanish speakers.
All of these groups are protected under the federal Fair Housing Act, which makes it illegal to publish any advertisement “with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin.” Violators can face tens of thousands of dollars in fines.
Every single ad was approved within minutes.
The only ad that took longer than three minutes to be approved by Facebook sought to exclude potential renters “interested in Islam, Sunni Islam and Shia Islam.” It was approved after 22 minutes.
Under its own policies, Facebook should have flagged these ads, and prevented the posting of some of them. Its failure to do so revives questions about whether the company is in compliance with federal fair housing rules, as well as about its ability and commitment to police discriminatory advertising on the world’s largest social network.
Damn…that is surprising…ain’t it? (Snark is heavily insinuated here.)
Based on Facebook’s announcement, the ads purchased by ProPublica that were aimed at racial categories should have been rejected. The others should have prompted a screen to pop up asking for self-certification. We never encountered a self-certification screen, and none of our ads were rejected by Facebook.
“This was a failure in our enforcement and we’re disappointed that we fell short of our commitments,” Ami Vora, vice president of product management at Facebook, said in an emailed statement. “The rental housing ads purchased by ProPublica should have but did not trigger the extra review and certifications we put in place due to a technical failure.”
Vora added that Facebook’s anti-discrimination system had “successfully flagged millions of ads” in the credit, employment and housing categories and that Facebook will now begin requiring self-certification for ads in all categories that choose to exclude an audience segment. “Our systems continue to improve but we can do better,” Vora said.
About 37 percent of U.S. households rented in 2016, representing a 50-year high, according to the Joint Center for Housing Studies of Harvard University. On average, renters earn about half as much as homeowners, and the percentage of families with children that rent rather than buy has increased sharply in the past decade, the study said. Minority renters have long faced pervasive housing discrimination. A 2013 study by HUD found that real estate agents show more units to whites than to African Americans, Asians and Latinos.
Gee…innit that the three categories of multicultural affinity?
Facebook has been under fire for other aspects of its automated ad buying system as well. Two months ago, the company disclosed that it had discovered $100,000 worth of divisive political ads placed by “inauthentic” Russian accounts. And in September, ProPublica reported that Facebook’s ad targeting system allowed buyers to reach people who identified themselves as “Jew haters” and other anti-Semitic categories. Facebook pledged to remove the offending categories and to hire thousands more employees to enforce its ad policies.
“We’re adding additional layers of review where people use potentially sensitive categories for targeting,” Facebook General Counsel Colin Stretch said during Senate testimony earlier this month.
After Stretch’s public statement, we wondered whether the ability to buy discriminatory housing ads had really been addressed. So we set out to buy an advertisement with the exact same targeting parameters as the ad we bought last year. The ad promoted a fictional apartment for rent and was targeted at people living in New York, ages 18–65, who were house hunting and likely to move. We asked Facebook not to show the ad to people categorized under the “multicultural affinity” of Hispanic, African American or Asian American.
(ProPublica generally forbids impersonation in news gathering. We felt in this instance that the public interest in Facebook’s ad system justified the brief posting of a fake ad for non-existent housing. We deleted each ad as soon as it was approved.)
The only changes from last year that we could identify in Facebook’s ad buying system was that the category called “Ethnic Affinity” had been renamed “Multicultural Affinity” and was no longer part of “Demographics.” It is now designated as part of “Behaviors.”
Go…yeah, go and see the actual screenshots of the ad placements. Remember that thing I mentioned up top about the soccer affinity?
Then we decided to test whether we could purchase housing ads that discriminated against other protected categories of people under the Fair Housing Act.
We placed ads that sought to exclude members of as many of the protected categories as we could find in Facebook’s self-service advertising portal. In addition to those mentioned above, we bought ads that were blocked from being shown to “soccer moms,” people interested in American sign language, gay menand Christians.
Just read the rest of the thread at the link, but wait there is more:
According to ProPublica, Facebook to Temporarily Block Advertisers From Excluding… — ProPublica
Uh…the date on this is Nov. 29th, 2017
The social network’s actions come after a ProPublica investigation revealed that Facebook failed to keep its promise to reject discriminatory housing ads.
Facebook said it would temporarily stop advertisers from being able to exclude viewers by race while it studies the use of its ad targeting system.
“Until we can better ensure that our tools will not be used inappropriately, we are disabling the option that permits advertisers to exclude multicultural affinity segments from the audience for their ads,” Facebook Sheryl Sandberg wrote in a letter to the Congressional Black Caucus.
ProPublica disclosed last week that Facebook was still allowing advertisers to buy housing ads that excluded audiences by race, despite its promises earlier this year to reject such ads. ProPublica also found that Facebook was not asking housing advertisers that blocked other sensitive audience categories — by religion, gender, or disability — to “self-certify” that their ads were compliant with anti-discrimination laws.
[…]
In her letter, Sandberg said the company will examine how advertisers are using its exclusion tool — “focusing particularly on potentially sensitive segments” such as ads that exclude LGBTQ communities or people with disabilities. “During this review, no advertisers will be able to create ads that exclude multicultural affinity groups,” Facebook Vice President Rob Goldman said in an emailed statement.
Goldman said the results of the audit would be shared with “groups focused on discrimination in ads,” and that Facebook would work with them to identify further improvements and publish the steps it will take.
Here are a few other articles on the matter:
Facebook disabling “multicultural affinity” group advertising tool – Axios
Facebook COO Sheryl Sandberg said in a letter today to Congressional Black Caucus chairman Cedric Richmond that it is disabling a tool that allows advertisers to exclude “multicultural affinity” segments from their audiences. She also declared that Facebook is “determined to do better” on multicultural marketing.
Why it matters: Rep. Robin Kelly said in a press release earlier this month that Facebook’s “Ethnic Affinity” advertising option makes Facebook “complicit in promoting restrictive housing practices.” Sandberg said in her letter that Facebook would strengthen policies to prohibit discriminatory advertising, and that until Facebook can “better ensure that our tools will not be used inappropriately,” the tool is being disabled.
Show less
Facebook suspends ability to target ads by excluding racial groups | Article [AMP] | Reuters
Sandberg said in the letter that advertisers who use Facebook’s targeting options to include certain races for ads about housing, employment or credit will have to certify to Facebook that they are complying with Facebook’s anti-discrimination policy and with applicable law.
Sandberg defended race- and culture-based marketing in general, saying it was a common and legitimate practice in the ad industry to try to reach specific communities.
I take it, those ads for burner phones and credit problems are legitimate practices…reaching a specific community…the multicultural African-American affinity community.
Alright…now for the fucking funnies!
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And now the cartoons:
And that’s all folks!
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