Facebook restricts ad targeting to people under the age of 18

The protection of minors, ie persons under the age of 18, will encounter on the Facebook side a stricter form of intervention and a ban on targeting advertising according to certain criteria. However, age and gender will not disappear.

Facebook is going to protect children

In perception and expression across the age limit, reaching the age of 18 is also reaching the age of adulthood. And it is this line that seems to Facebook at the moment, where it has intervened. IThis is to limit the targeting of advertising by advertisers to this age group (for Thailand it is 20 years and for Indonesia 21 years).

Facebook has issued a report on this restriction, stating exactly which targeting of advertising will be prohibited for people under 18 and will therefore not be possible to deploy. These will be, for example:

• language targeting
• interest, behavior, or demographic targeting
• targeting person connections
• custom audiences

The entire restriction package is active from 23 August this year, when the company also activated the ban. Facebook itself estimates that such a drastic approach may limit or record a decline in customers or warehousekeepers in the age group up to 18 years.

However, what remains is the ability to target advertising by age, gender, or location. where the user is located. Thus, targeting a group of young people under the age of 18, for example with a product that is designed specifically for their age category, will be possible. Also use the location of the device and gender. All changes were implemented by Facebook on its main page, also on applications and also on Instagram.

At the same time, Facebook uses an example of advertising for a wider age range to advise advertisers to create two separate ads. One can target young people under the age of 18, depending on age, and the other will be for older people, where the restriction on individual tools does not apply. The restriction is still on for global companies, because the regions of Thailand and Indonesia have different age categories of children (20 and 21 years) and therefore the advertiser must create a separate group for global advertising not only by age but also by location (since Thailand and Indonesia have no limit). 18 years, but higher).