Facebook, Instagram Ban Ads Targeted at Teens Based on Gender

The changes are set to go into effect in February, Meta said. 

Age and location will be the only information Facebook or Instagram will use to show ads to young people, Meta said.

Meta previously removed the ability for advertisers to target teens based on their interest and activities on other apps and websites. The company also prohibits ads on certain topics for teens like alcohol, financial products and weight loss products.

The changes come as Meta faces increasing pressure from European regulators over its advertising policies. Ireland’s Data Protection Commission ruled last week that Meta can’t use its contracts with Facebook and Instagram users to justify sending them ads based on their online activity.

Ireland’s Data Protection Commission imposed fines of 390 million euros, or $414 million, on Meta, saying that the company violated European Union privacy laws by saying such ads are necessary to execute contracts with users. Meta said it disagrees with the ruling and plans to appeal both it and the fines.

Meta also said Monday that it has begun implementing technology designed to improve the equity of housing advertising displayed to Facebook users. The social-media giant agreed in 2021 to adopt new online advertising practices to settle an investigation by U.S. federal officials, who said its ads discriminated against users by race, gender and other factors.

The company’s new Variance Reduction System uses machine-learning technology designed to show housing ads to audiences that more closely reflect the eligible target audience for that ad.

Write to Joseph De Avila at [email protected]