Meta engages in gender discrimination on job ad algorithm: human rights board

The human rights body has ordered Meta to change its advertising algorithm to prevent further discrimination.

The order is a response to a complaint filed by Bureau Clara Wichmann, a women’s rights organisation, in collaboration with investigative campaigning organisation Global Witness.

“Today is a great day for Dutch Facebook users, who have an accessible mechanism to hold multinational tech companies such as Meta accountable and ensure the rights they enjoy offline are upheld in the digital space,” said Berty Bannor, staff member at Bureau Clara Wichmann, in a statement.

Facebook’s algorithm on job ads

Global Witness in 2023 released research revealing that Facebook is “showing adverts for job vacancies overwhelming to one gender relative to another.”

It found that the ads it posted for mechanic vacancies in the United Kingdom, the Netherlands, France, India, Ireland, and South Africa were shown mainly to men (91%). On the other hand, ads for pre-school vacancies were shown to an audience consisting mainly of women (79%).

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