Lawsuit accuses Facebook ad targeting of abetting bias

A lawsuit filed on Thursday accuses Facebook of letting ad targeting tools be used to exclude women and older people from offers regarding loans, investments and other financial services.

Two law firms have filed a discrimination suit in San Francisco federal court on behalf of a 54-year-old woman living in Washington and will ask a judge to grant the case class-action status.

“Women and older persons are entitled to full and equal services of businesses such as Facebook, and the financial services companies that advertise on Facebook’s platform,” attorney Matthew Handley said in a statement.

“Purposeful targeting of advertisements away from these members of our community unlawfully denies them these guarantees.”

The suit contends that women and older people were denied the benefits of ads for financial services because Facebook tools allow messages to be targeted at specific age ranges or genders.

Facebook said it is reviewing the complaint.

“We’ve made significant changes to how housing, employment and credit opportunities are run on Facebook and continue to work on ways to prevent potential misuse,” a spokeswoman for the leading social network told AFP.