住房廣告也要分人看?Google不再允許刊登針對性別、年紀及郵遞區號分眾投遞的房屋廣告了Google to Ban Targeting Housing Ads Based on Gender, Age and ZIP Code

Google updates its ad rules in housing, employment, and credits to protect users from “unlawful discrimination.” In the future, ads on Google for those three categories are prohibited from being targeted based on gender, age, marital status, parental status, or ZIP code. This adds to already-existing ad policies that disallow targeting based on race, religion, ethnicity, sexual orientation, national origin, or disability.

Facebook, who was charged by the U.S. Department of Housing and Urban Development (HUD) for selling discriminatory housing ads, implemented the same restrictions in March 2019, more than a year ago. The company paid nearly $5 million to settle several lawsuits accusing it of advertising discrimination.

Google promises to provide advertisers more information to ensure fair housing opportunities. The new policy will roll out in the U.S. and Canada this year.

友善讓你懂 │ 解說:

為了保護用戶不受非法歧視傷害,Google更新了關於住房、職缺及信用相關業務的廣告規範。未來,Google這三類廣告禁止以人口統計的條件數據來做分眾,也就是說,不可以再使用包括性別、年齡、婚姻狀態、育兒身分或暗示居住地區的郵遞區號,來鎖定受眾投放廣告。這些限制會加入Google原有的廣告規範中,此規範原本就已禁止的分眾條件還包括種族、宗教、文化群體、性傾向、族裔或個人殘疾狀態

超過一年以前,Facebook被「美國住房及城市發展部」控告出售刊登歧視性的住房廣告,因此Facebook在2013年9月就已經施行了相同的政策更新。Facebook也付出了將近五百萬美元,跟控告它廣告歧視的好幾件訴訟案進行和解。

Google承諾未來將提供廣告商更多訊息參考,來進一步確保居住公平的機會。前述的新政策預計今年內會在美國及加拿大推行。

輕鬆帶著走 │ 學習:

在marketing行銷上,target (v./n. 選定目標)是非常重要的一還,以下是幾個跟行銷相關的單字介紹

  • target audience n. 經常縮寫為TA,「目標受眾」之意,意指要打廣告的「對象」
  • exclude v. 排除,廣告除了「鎖定目標」投放外,也可以「排除目標」,不讓廣告在某些觀眾面前曝光
  • advertisement n. 廣告,常見的ads,就是advertisement的複數縮寫
  • impression n. 曝光,在網路行銷上,也會以曝光量作為廣告收費標準,例如每曝光1000次的費用,就叫做CPM (Cost Per Mille impression)
  • social marketing 社群行銷,著重社群間的分享推廣,不同於傳統的「廣告行銷」

例句:

This new ad targets single women in their early 30s.

這個新廣告鎖定的族群是30出頭的單身女性。

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