Meta slapped on the wrist for discriminatory advertising algorithm

According to the Netherlands Institute for Human Rights, Meta’s advertising algorithm indirectly discriminates based on gender.

The Clara Wichmann Foundation and the non-governmental organization Global Witness have asked the human rights advocacy group to assess whether Meta’s advertising algorithm discriminates by showing job ads for stereotypical male and female positions primarily to the relevant group.

For example, job postings for the position of receptionist were shown to female Facebook users 96% of the time in 2022. A job vacancy for a mechanic also showed up 96% of the time among male Facebook users in the same year.

According to the Netherlands Institute for Human Rights, Meta’s algorithm learns by analyzing Facebook users’ click behavior. This can stimulate a one-sided view of users and cause the algorithm to promote gender stereotyping.

The human rights group, therefore, concludes that Meta’s advertising algorithm indirectly discriminates based on gender. This is prohibited unless there’s an objective justification for it. The advocacy group argues that offering Facebook users the best experience and displaying relevant job opportunities is a legitimate goal.

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However, the Netherlands Institute for Human Rights says that Meta has a responsibility to properly monitor the functioning and performance of its advertising algorithm. In addition, research must be conducted to determine whether and how stereotyping occurs in the algorithm. And if necessary, Meta should take measures to adjust its advertising algorithm to prevent stereotyping as much as possible.

The human rights group said it couldn’t find any evidence that Meta is taking the necessary action to combat stereotyping. The advocacy group, therefore, ruled that the company’s advertising algorithm discriminates on the basis of gender.

The ruling of the Netherlands Institute for Human Rights isn’t legally binding, meaning that Meta can ignore the advocacy group’s judgment if it chooses to do so.

According to press agency ANP, the Institute is considering filing a lawsuit but states it’s also open to a ‘constructive dialogue’ with Meta about making its advertising algorithm more fair.