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Google Implements New Restrictions on Employment, Housing and Credit Ads

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Google has announced some additional targeting restrictions for housing, credit and employment ads, as it works to eliminate discriminatory use of its advanced ad targeting tools.

As per Google:

[The new] policy will prohibit impacted employment, housing, and credit advertisers from targeting or excluding ads based on gender, age, parental status, marital status, or ZIP Code, in addition to our longstanding policies prohibiting personalization based on sensitive categories like race, religion, ethnicity, sexual orientation, national origin or disability.”

Both Google and Facebook have been working to implement restrictions in certain verticals, after various investigations found that their advanced targeting systems can indeed be used for discriminatory – and even illegal – purpose.

Back in 2018, Facebook removed 5,000 of its advanced ad targeting options, while also adding a new advertiser certification process, in order to reduce discriminatory targeting capacity, and prevent misuse.

In March 2019, Facebook actually implemented these same exact restrictions that Google has now announced, so it’s taken Google a year to catch up in this respect.

So why has it taken Google so long to follow suit?

We’ve been working closely with the U.S. Department of Housing and Urban Development (HUD) on these changes for some time, and we appreciate their guidance in helping us make progress on these important issues.”

So Google has been developing advanced policies on this front for some time, it just hasn’t got around to releasing them. At least now they’re in place, which should help to stop these specific misuses of Google audiences. 

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Google says that it has no definitive timeline for when the new limitations will be fully implemented, but it aims to have it completely rolled out by the end of the year, with the US and Canada a priority.

Google says that it will provide impacted advertisers with more information about the changes may in the coming weeks.

Socialmediatoday.com

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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