{"id":948,"date":"2019-04-03T15:24:00","date_gmt":"2019-04-03T15:24:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2019\/04\/03\/hud-facebook-ads-success-stories-include-real-estate-agency\/"},"modified":"2025-03-13T02:12:17","modified_gmt":"2025-03-13T02:12:17","slug":"hud-facebook-ads-success-stories-include-real-estate-agency","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2019\/04\/03\/hud-facebook-ads-success-stories-include-real-estate-agency\/","title":{"rendered":"HUD: Facebook Ads &#8216;Success Stories&#8217; Include Real Estate Agency"},"content":{"rendered":"<h2>HUD: Facebook Ads &#8216;Success Stories&#8217; Include Real Estate Agency<\/h2>\n<p>Just days after Facebook <a href=\"facebook-overhauls-ad-platform-to-prevent-housing-discrimination\/\">announced an overhaul <\/a>of its ad platform <a href=\"https:\/\/newsroom.fb.com\/news\/2019\/03\/protecting-against-discrimination-in-ads\/\" target=\"_blank\" rel=\"noopener\">to prevent housing discrimination<\/a>&#8211;changes applauded by the National Fair Housing Alliance&#8211;the <a href=\"https:\/\/www.hud.gov\/press\/press_releases_media_advisories\/HUD_No_19_035\" target=\"_blank\" rel=\"noopener\">U.S. Department of Housing and Urban Development <\/a>announced that it is suing the social media giant for violating the Fair Housing Act. The Fair Housing Act prohibits discrimination in housing and in housing-related services, including online advertisements, based on race, color, national origin, religion, sex, disability, or familial status.<\/p>\n<p><!--more--><\/p>\n<p>HUD notes in its lawsuit that Facebook\u2019s advertising \u201c<a href=\"https:\/\/www.facebook.com\/business\/success\" target=\"_blank\" rel=\"noopener\">success stories<\/a>,\u201d include a real estate agency, a mortgage lender, a real-estate-focused marketing agency, and a search tool for rental housing.<\/p>\n<p>Ironically, HUD announced its lawsuit on its Facebook page.<\/p>\n<p><div class=\"fb-post\" data-href=\"https:\/\/www.facebook.com\/HUD\/photos\/a.152974116954\/10156839662036955\/?type=3&#038;theater\" data-width=\"552\" style=\"background-color: #fff; display: inline-block;\"><\/div>\n<\/p>\n<p>According to HUD\u2019s charge, Facebook enabled advertisers to exclude people whom Facebook classified as parents; non-American-born; non-Christian; interested in accessibility; interested in Hispanic culture; or a wide variety of other interests that closely align with the Fair Housing Act\u2019s protected classes.<\/p>\n<p>Evoking memories of pre-Civil Rights era redlining, HUD is also charging that Facebook enabled advertisers to exclude people based upon their neighborhood by drawing a red line around those neighborhoods on a map. Facebook also allegedly gave advertisers the option of showing ads only to men or only to women.<\/p>\n<p>Facebook has 210 million U.S. users. The majority of its revenue, almost $17 billion in the fourth quarter of 2018 alone, comes from advertising, making it the largest&nbsp;<a href=\"marketing-dollars\/\">digital advertising<\/a>&nbsp;platform in the nation.<\/p>\n<p>HUD&#8217;s lawsuit asserts that Facebook also uses the protected characteristics of people to determine who will view ads regardless of whether an advertiser wants to reach a broad or narrow audience. HUD claims Facebook combines data it collects about user attributes and behavior with data it obtains about user behavior on other websites and in the non-digital world.<\/p>\n<p>Facebook then allegedly uses machine learning and other prediction techniques to classify and group users to project each user\u2019s likely response to a given ad, and in doing so, may recreate groupings defined by their protected class.<\/p>\n<p>By grouping users who have similar attributes and behaviors (unrelated to housing) and presuming a shared interest or disinterest in housing-related advertisements, Facebook\u2019s mechanisms function just like an advertiser who intentionally targets or excludes users based on their protected class, according to HUD.<\/p>\n<blockquote>\n<p>\u201cFacebook is discriminating against people based upon who they are and where they live,\u201d said HUD Secretary Ben Carson. \u201cUsing a computer to limit a person\u2019s housing choices can be just as discriminatory as slamming a door in someone\u2019s face.\u201d<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>HUD: Facebook Ads &#8216;Success Stories&#8217; Include Real Estate Agency Just days after Facebook announced an overhaul of its ad platform to prevent housing discrimination&#8211;changes applauded by the National Fair Housing Alliance&#8211;the U.S. Department of Housing and Urban Development announced that it is suing the social media giant for violating the Fair Housing Act. The Fair [&hellip;]<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>HUD: Facebook Ads &#039;Success Stories&#039; Include Real Estate Agency<\/title>\n<meta name=\"description\" content=\"HUD lawsuit asserts that Facebook uses protected characteristics of people to determine who will view ads regardless of whether an advertiser wants to reach a broad or narrow audience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.realtrends.com\/blog\/2019\/04\/03\/hud-facebook-ads-success-stories-include-real-estate-agency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HUD: Facebook Ads &#039;Success Stories&#039; 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