The algorithm of tech company Meta discriminates based on gender when showing advertisements for vacancies to Facebook users in the Netherlands. That judges The Commission for Human Rights Tuesday. Clara Wichmann agency, which stands up for women’s rights and gender equality, handed the business in collaboration with research and campaign organization Global Witness.
The reason for the case was an investigation from 2022 and 2023 from Global Witness to the discriminatory content of the Facebook algorithm, which is used to show vacancy records. It showed that there was a clear gender-bias in the advertisements that are shown to users. For example, the vacancy for a receptionist for 97% was shown to female Facebook users. The vacancy for a technician was shown for 96% to male Facebook users. The advertisements themselves were drawn up gender -neutral.
According to the Clara Wichmann agency As a result, “existing inequalities stereotypes are strengthened and maintained” and are especially women the victims of this, the agency writes on the website.
The Commission finds on Tuesday that parent company Meta is obliged to monitor the extent to which the algorithm maintains stereotypes and to prevent it where possible.
According to the Commission, Meta has not demonstrated that it complies with this ‘duty of care’. The statement comes after Meta has announced that it will end his internal program for diversity, equality and inclusion and to lower the threshold For hateful language opposite the LGBTQ+community on the platforms.
Inconvenient
According to Dutch and EU anti-discrimination legislation, it is forbidden to distinguish on the basis of gender when showing vacancy advertisements, in order to prevent gender inequality and discrimination on the labor market.
However, the judgments of the college are not legally binding. However, the judgment has: when the Commission stipulates that there is discrimination, measures are taken within the organization in more than 80 percent of the cases. If this does not happen, a complainant can go to a judge.
“We hope that this judgment can serve as a springboard for further action, in Europe and beyond,” said Rosie Sharpe of Global Witness.