Facebook's brand image has taken a critical hit long ago falling from the top ten global brands list, the brand value has gone down by remarkable margins as the platform fell short in living up to its own standards and promises and continued making headlines for censure. Amid big scandals like Cambridge Analytica, data leaks, congressional scrutiny, the social media giant has constantly been under the radar for preferring certain gender, ethics groups, and race over others as seen in the company's allegedly flawed ad-serving algorithm.
Owing to its discriminatory ways, Facebook became a subject of critics' accusations in October 2019 when the social media giant faced a class-action lawsuit for charges of bias against gender and age. To substantiate, with the use of several advertising experiments, researchers from Northeastern University, the University of South California demonstrated in a study that Facebook has been discriminatory in ad targeting for years now and indeed has an automated advertising system delivering ads to selected audiences.
It's a well-established fact that algorithms are biased and Facebook has been no exception to it. To give you an idea, in 2019, the tech giant faced legal charges by the US government for allowing advertisers to deliberately target ads on the basis of religion, race, and gender – businesses could exclude people of a certain race, age or gender from viewing housing ads, a blatant violation of Fair Housing Act. While settling its case, the company said that it won't be allowing the businesses to targets ads in discriminating ways, however, the issues were never truly addressed given the recent biases in Facebook's actions.
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