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Facebook Limits Ad Targeting That Some Linked to Race

  • Company removes option to seek out ‘multicultural affinity’
  • HUD accused Facebook of discriminatory ad practices in 2019

Facebook Inc. will retire a controversial ad targeting option that let marketers reach users based on a “multicultural affinity” for certain racial and ethnic groups, including African Americans and Hispanics.

The company doesn’t allow advertisers to target users by race, but critics have argued that other features could help marketers work around that prohibition. Users can be solicited based on “multicultural affinity,” for example, a category based on data collected from their Facebook activity, a spokesperson said.