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More Firms Used Facebook To Block Older Job Seekers, Lawsuit Alleges (chicagotribune.com)
A proposed class-action lawsuit alleging Facebook's ad placement tools facilitate discrimination against older job-seekers has been expanded to identify additional companies. "When Facebook's own algorithm disproportionately directs ads to younger workers at the exclusion of older workers, Facebook and the advertisers who are using Facebook as an agent to send their advertisements are engaging in disparate treatment," a communications union alleged in the amended complaint, citing a legal test for employment discrimination, filed Tuesday in San Francisco federal court. The union added claims under California's fair employment and unfair competition statutes to the lawsuit, which was initially filed in December. Chicago Tribune reports: The Communications Workers of America is suing on behalf of union members and other job seekers who allegedly missed out on employment opportunities because companies used Facebook's ad tools to target people of other ages. The original filing named defendants are Amazon.com Inc., Cox Media Group, Cox Communications Inc. and T-Mobile, as well as what the union estimates to be hundreds of employers and employment agencies who used Facebook's tools to filter out older job hunters when seeking to fill positions. The amended filing adds Ikea, Enterprise Rent-A-Car and the University of Maryland Medical System to its list of companies who allegedly used Facebook's tools to filter by age. Those three entities, as well as Facebook, aren't named defendants in the lawsuit.
The union alleged in its amended lawsuit that Facebook also uses age-filtering in ads intended to find its own new employees. In January, the union filed an Equal Employment Opportunity Commission complaint about the alleged practice, according to a copy obtained by Bloomberg News. The CWA says it has filed similar claims against dozens of companies, and that the agency has asked those employers, and Facebook, to respond to the allegations. An EEOC spokeswoman declined to confirm or deny the existence of any complaints.
The union alleged in its amended lawsuit that Facebook also uses age-filtering in ads intended to find its own new employees. In January, the union filed an Equal Employment Opportunity Commission complaint about the alleged practice, according to a copy obtained by Bloomberg News. The CWA says it has filed similar claims against dozens of companies, and that the agency has asked those employers, and Facebook, to respond to the allegations. An EEOC spokeswoman declined to confirm or deny the existence of any complaints.
I'm a slightly past middle aged man myself at 38
Middle aged is generally defined as 45 to 64. You have another seven years to go before the barista fresh out of college starts offering you a senior citizen discount.
At a job interview with Amazon they asked how many years experience did I have with Unix. When I replied over 25 years, one of them said how did you get 25 years and I said well I am 52, and I worked for Sun Micro. The lead said, "I wish you hadn't said that, now I can't hire you, too old". And it ended.
You know there are magazines that cater exclusively to members of protected classes. To riff on your examples, Ebony and Jet are magazines targeted towards African Americans. Cosmopolitan targets females.
Advertisers that specifically buy space in those magazines are surely "filtering based on a protected class". I would hope that they are consciously aware as well, rather than buying ads in Jet thinking they are targeting all demographics equally.
As a stupid question...
When you buy an ad in Teen Vogue, Reddit, AARP, Ebony, or Cosmo, you are buying an ad that is served to every reader of those magazines. The advertiser, the publisher, and the reader take the magazines demographics as it is.
When you buy an ad on Facebook, you down-select from Facebook's demographics based upon categories that are both ordinary and potentially problematic.
And that ca be a no-no. Because failing to serve an ad based on a discriminatory down-selection can be a violation of civil rights laws.
> Firms already target their ads, where do you propose we draw the line?
Targeting ads isn't necessarily the same as excluding others from viewing them. Your job posting may be viewed by anyone who reads Elle, even if they aren't part of Elle's target demo. Your job posting on Facebook will not be shown to anyone 35+ if you specifically request it only go to 18-34. There is no "flipping through a copy in the waiting room at the dentist's office" equivalent on Facebook. That's where the line is.