A recent ruling by the Netherlands Institute for Human Rights has shed light on gender bias in Facebook's algorithm when promoting job advertisements. The Institute found that Facebook's algorithm reinforced gender stereotypes by predominantly showing 'typically female professions' to female users in the Netherlands. This decision is seen as a crucial step in holding big tech companies accountable for the design of their platforms.
The ruling followed investigations by the non-profit Global Witness, which revealed that Facebook users in Europe were missing out on job opportunities due to gender bias. The investigations found that job ads on Facebook in the Netherlands and five other countries perpetuated historical gender stereotypes, targeting users based on traditional roles.
Meta Platforms Ireland Ltd., which manages Facebook ads in Europe, was criticized for failing to demonstrate that its advertising algorithm does not engage in prohibited gender discrimination. The Institute mandated that Facebook revise its algorithm to prevent further discrimination.
The European Union has directives prohibiting discrimination based on gender, including in online advertising. Meta's spokesperson previously stated that the company applies targeting restrictions to prevent gender-based ad targeting in various countries.
The ruling has been celebrated by advocacy groups as a significant step towards ensuring digital rights and combating discriminatory algorithms. While the decision is not legally binding, experts suggest that further legal action may be pursued if Meta does not address the issues with its job ads algorithm.
This ruling comes at a time when concerns about digital rights, particularly for women and marginalized groups, are heightened. Meta's recent policy changes, including the removal of certain speech prohibitions, have raised additional questions about the company's commitment to diversity and inclusion.
Global Witness emphasized the need for consistent measures to address discrimination in algorithms globally, highlighting the impact of AI on social justice. The ongoing scrutiny of big tech companies like Meta underscores the importance of accountability and fairness in the digital space.
