Removing the detailed ad targeting options that handle issues and causes that may be problematic; as privacy regulations evolve, Facebook aligns itself accordingly.
Based on Facebook‘s explanation: “Detailed Targeting options relating to sensitive topics will be removed by the company, such as causes, organizations, or public figures dealing with health, race, ethnicity, political affiliation, religion, or sexual orientation, from January 19, 2022.
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In other words, there will be no way to target your ads based on topics such as ‘World Diabetes Day’ or other health issues, or based on sexual orientation, political beliefs, etc.
In this update, Facebook is removing thousands of ad targeting options because it incorporates a wide range of qualifiers.
There are a variety of affiliation-based topics to choose from if your target audience is interested in politics.
Those days are rapidly approaching an end, which will negatively impact cause-based marketers, political parties, healthcare brands, and many others.
Moreover, businesses that have developed their brand messaging around particular issues are likely to change their approach. Researchers have demonstrated that young consumers, in particular, support movements and causes they believe in. This has also been a valuable marketing tool for businesses to reach out to these communities. In this respect, the removal of these targeting elements may change things.
Although similar parameters can still be used to target audiences. Brands can still target people who like their page, or watching their videos, using Engagement Custom Audiences. As well as reaching similar people to your own email list, Lookalike Audiences might also be useful.
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Facebook won’t be held responsible for any misuse of such targeting for unintended purposes, which will help alleviate any potential calamities caused by such targeting. However, some categories will still be available for targeting, just not in such a specific way.
European Union’s GDPR law requires strict protection of consumer data. Without their express consent, Facebook is technically prohibited from targeting users based on these parameters. In 2018, a new law went into effect, which Facebook has been challenging ever since. As a result of a broader, global trend towards greater user privacy. The company appears to have conceded the point and aligned with more specific regulations.
From various perspectives, this makes sense! Another step toward reducing ad targeting options on the platform has been taken. Other potential discrimination factors have already been taken into account.
Despite these possibilities, there are still ways to circumvent Facebook’s ad policy. By removing these specific ad qualifiers, the company will ensure that it meets its legal obligations and will avoid potential penalties.
This reminds you that you must provide yourself with first-party data. Collect data about your audience no matter where you can, so you can make your own lists of focus points. Using these segments and targets, you don’t need to rely on built-in apps.
Social networks say they will continue to run ad sets with affected targeting options until March 17, 2022, but you’ll have to update your targeting preferences. In addition to providing alternative targeting recommendations, Facebook also says that it will do so through Ads Manager.
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