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By NBC News, Nov. 30, 2017
In the spring of 2016, Facebook rolled out its “ethnic affinity” feature, which allowed advertisers to target Facebook users labeled as African American, Latino, or Asian American based upon their behavior on Facebook. Advertisers could opt to include or to exclude users in these categories. Facebook said that these labels were not equivalent to race because they were based not on users’ actual racial identities, but on whether they engaged with Facebook pages associated with those racial communities. Nonetheless, it identified the categories as “demographics” in its options for advertisers.
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