• Facebook Job Ads Raise Concerns About Age Discrimination
  • January 26, 2018
  • A recent investigation reveals that dozens of employers, including Amazon, Target, Goldman Sachs and Facebook itself, placed recruitment advertisements on Facebook that could only be viewed by particular age groups. This practice has prompted several legal cases alleging age discrimination. A class action suit was recently filed on behalf of the Communications Workers of America (CWA) as well as all Facebook users 40 or older who were excluded from job advertisements and therefore, denied the opportunity to learn about job openings.

    The Age Discrimination in Employment Act
    The Age Discrimination in Employment Act prohibits age discrimination against people age 40 or older in any aspect of employment. However, the statute only requires employers or employment agencies to assume liability for such discriminatory acts. The CWA lawsuit argues that although Facebook is not primarily an employment agency, it is essentially playing the role of one by collecting employee data and helping employers to locate candidates.

    The Communications Decency Act
    Facebook argues that it is not liable according to Section 230 of the Communications Decency Act, a federal law that shields internet companies from liability for third-party content. Facebook says that advertisers are responsible for their content as well as the targeting criteria they use. However, a professor at the Santa Clara University School of Law who has extensive knowledge of the statute claims that the law is unclear regarding Facebook’s liability for offering the age-targeted customization option.

    While Facebook would not be liable for parameters set by the employer in the job advertisement, it may be liable for contributing to the development of the advertisement. One case that provides some guidance is a fair housing case in which the federal appeals court held that platforms negate their immunity when they help to develop unlawful content. Facebook offers microtargeting, a cost-effective, efficient system that allows advertisers to target their preferred audience. It could be argued that by offering advertisers the option of age-targeted customization, Facebook played a role in generating the content and thereby negated its immunity.

    Liability for Employment Ads with Age-Based Targeting
    Facebook, as well as the other companies, may also face liability under state or local anti-discrimination statutes that prohibit the aiding or abetting of discriminatory acts. However, Facebook claims that age-based targeting is a useful, accepted industry practice and does not plan on blocking advertisers from placing age-targeted ads. Other companies have stated that this issue prompted them to change their recruiting ads or to discontinue use of the microtargeting service altogether. Facebook has announced that it will now require advertisers to self-certify that their ads are compliant with anti-discrimination laws, however it is uncertain whether those certifications will be monitored for accuracy.

    In New Jersey, age discrimination is prohibited by both the Age Discrimination in Employment Act and the New Jersey Law Against Discrimination (NJLAD). Older employees or applicants may not be discriminated against based on their age and they must be entitled to the same benefits as other employees.

    Cherry Hill Employment Discrimination Lawyers at McOmber & McOmber, P.C. Provide Experienced Representation in Age Discrimination Cases
    If you believe you have been discriminated against because of your age, contact an experienced Cherry Hill employment discrimination lawyer at McOmber & McOmber, P.C. We offer knowledgeable advice and skilled representation to employers and employees throughout New Jersey, including those in Cherry Hill, Red Bank, Middletown and Marlton. Call 856-985-9800 or 732-842-6500 to schedule a free, confidential consultation or contact us online.