Must not promote jobs to males only -- even if males are the most likely to be interested

THE social media giant has been accused of being the architect of discrimination and giving “new life” to sexism in a string of targeted ads.

This time the social media giant has been slammed for targeting certain job ads exclusively at men by encouraging advertisers in certain male-dominated industries like law enforcement, roof tiling and truck driving to exclude women from their ads targeting on the site.

Social rights campaigners in the United States have claimed Facebook is “shutting out” women from hearing about job opportunities and accused it of giving “new life” to discrimination.

The American Civil Liberties Union (ACLU) has filed a complaint with the US labour equality watchdog alleging that Facebook “consciously encouraged” employers to exclude women from their digital recruitment efforts.

“In creating and carrying out these targeting mechanisms, Facebook has created and profited from a powerful tool for discrimination against female and other non-male job applicants,” the complaint said.

“Facebook has long known that employers and employment agencies were using its platform to discriminate on the basis of gender, and (has) encouraged that behaviour, rather than eliminating it.”

The complaint was filed on behalf of three female job seekers and the Communications Workers of America Union.

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