Meta, the new name for Facebook and Instagram, suddenly wants to be less creepy. According to a blog post on Meta for Business, the company is preventing advertisers from using detailed ad targeting options that display ads based on their engagement in “sensitive” areas, such as race/ethnicity, religious opinions, political beliefs, sexual orientation, health, and much more/

“We’ve heard concerns from experts that targeting options like these could be used in ways that lead to negative experiences for people in underrepresented groups, “writes Graham Mudd, Meta’s vice president of marketing and advertising in the publication.

Meta emphasizes that the detailed counseling options are not based on your physical characteristics or personal choices. Rather, they are what advertisers think you might be interested in based on their activity.

Meta plans to hit the “delete” key on many of its detailed “sensitive” targeting options, but this comes after several instances where Facebook had to remove controversial categories in the past

In the third quarter of 2021, Facebook’s total ad revenue amounted to $ 28.2 billion, which may explain why it was such a “difficult” decision to make, as noted in the post.

The change will take effect on Facebook, Instagram, and Messenger on January 19, 2022.