The U.S. Department of Housing and Urban Development filed charges against social media giant Facebook on Thursday, alleging that its advertising platform violates the Fair Housing Act by allowing lenders and realtors to target Facebook users on the basis of race, gender, religion, familial status, disability, and national origin.
“Facebook is discriminating against people based upon who they are and where they live,” said HUD Secretary Ben Carson in a statement. “Using a computer to limit a person’s housing choices can be just as discriminatory as slamming a door in someone’s face.”
According to Axios, HUD and Facebook were close to a settlement. Citing anonymous sources, the Axios report says the decision to file charges could be motivated by a desire to appear on the offensive on housing discrimination prior to Carson’s meetings with lawmakers on Capitol Hill next week.
The charges are somewhat surprising as Facebook just settled five similar cases with the American Civil Liberties Union (ACLU) last week. Under the settlement, the company agreed to create a separate advertising portal for real estate listings where advertisers’ options for targeting are limited. Facebook also settled a housing discrimination case with the state of Washington last summer.
The features that make online advertising so attractive – the ability to target particular consumers rather than addressing larger populations – do not work so well in the real estate field where housing is supposed to be available to all.
This reminds me of the conclusion of American Apartheid where the sociologists suggest the necessary rules are in place to combat housing issues but the political will is lacking. If the online realm is now indeed where a lot of housing is rented or sold, then discrimination in online listings needs to be addressed when it does occur.
Add these online occurrences to the ongoing findings of audit tests suggesting differential treatment and there is likely plenty of housing discrimination still to battle. While the 1968 Housing Act banned discrimination on the basis of “refusal to sell or rent a dwelling to any person because of his race, color, religion, or national origin,” many American communities – including the suburbs on the basis of race and class – are what they are today because of exclusion.