Facebook Removing Targeting Options for Sensitive Topics

Facebook To Remove Targeting For Sensitive Topics

Facebook will remove certain targeting options relating to sensitive topics on January 19, 2022. The targeting options that will be removed include:

  • Health causes (e.g., “Lung cancer awareness”, “World Diabetes Day”, “Chemotherapy”).
  • Sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).
  • Religious practices and groups (e.g., “Catholic Church” and “Jewish holidays”).
  • Political beliefs, social issues, causes, organizations and figures.

How Does This Impact Your Campaigns?

Agencies and marketers should ensure that their campaign targeting doesn’t include any of the above categories. This will have a direct impact on Non-Profits, NGO’s, health organizations and family practices, and e-commerce pertaining to political/social issues.

Though the sensitive topics will be removed on January 19th, advertisers currently targeting those audiences can continue to do so until March 17, 2022.

After March 17, edits for impacted campaigns will not be possible at the campaign, ad set or ad level.

Facebook Is Also Making One More Change: Say Goodbye to Redundant Targeting Options

The company will also remove targeting options that are scarcely used, citing that they limit audience size, are not performing well, and/or are too granular.

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