2022
US (DOJ/SDNY) v Meta
The adHousing ad delivery algorithm (Special Ad Audience)
Outcome$115,054 (FHA maximum) plus algorithm changes under court oversight
LessonDelivery bias counts, not just targeting
Finance · Ad policy
Housing, jobs and credit targeting ad policy on Meta and Google
Housing, jobs and credit targeting ads are restricted on Meta and restricted on Google. Categories: housing, employment, financial products and services (replaced Credit in Oct 2024), plus social issues/elections/politics. The phrases most likely to cause trouble include "perfect for young professionals", "Christian", "recent graduates only".
MetaRestricted
GoogleRestricted
Last checked5 October 2026
Meta rules Restricted
Restricted targeting (mandatory self declaration)
- Categories: housing, employment, financial products and services (replaced Credit in Oct 2024), plus social issues/elections/politics
- Credit ads: US advertisers or audiences in US, Canada or 'certain parts of Europe' (EU/EEA, UK, CH and others). Full FPS scope (banking, prepaid, investment, pensions, insurance, BNPL) applies to the US
- Limits: no ZIP/postal targeting, no location exclusion, 15-mile radius (US/CA) or 10-mile (Europe), age fixed at 18-65+ (Europe credit may adjust), all genders, some detailed targeting, exclusions, lookalikes and saved audiences limited or unavailable
- Out of scope: gift cards, store rewards, B2B-only financial products, tax and accounting, hotels and resorts for housing
- Ads may be rejected if the category isn't selected
Sources: facebook.com · facebook.com · facebook.com · transparency.meta.com
Google rules Restricted
Restricted targeting ('Access to opportunities', US and Canada)
- Housing, employment and consumer finance in US/Canada can't target by gender, age, parental status, marital status or ZIP code
- Radius targeting at least 1 km, city and country allowed, Canada first 3 postal characters (FSA) allowed
- Sensitive-interest categories can't use advertiser-curated audiences (Customer Match, your data segments, lookalikes)
Sources: support.google.com · blog.google
Flagged words and phrases for housing, jobs and credit targeting ads
8 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| perfect for young professionals | Implies age preference in housing or job ads (fair-housing/EEOC risk, inferred) | Meta: Discriminatory practices transparency.meta.com | Medium |
| Christian / family-friendly neighborhood | Protected classes in housing (HUD charge theme, inferred) | HUD charge against Facebook (2019) · Meta: Discriminatory practices archives.hud.gov · transparency.meta.com | Medium |
| recent graduates only / digital natives | Age discrimination signal in employment (inferred) | Meta: Discriminatory practices transparency.meta.com | Medium |
| men wanted / ideal for moms | Sex or familial-status preference (inferred) | Meta: Discriminatory practices transparency.meta.com | Medium |
| Are you a single parent? | Personal attribute assertion | Meta: Personal attributes transparency.meta.com | High |
| Meet other seniors | Meta lists 'Meet other seniors' as non-compliant | Meta: Personal attributes transparency.meta.com | High |
| Are you a convicted felon? | Criminal-record attribute | Meta: Personal attributes transparency.meta.com | High |
| guaranteed job / guaranteed interview | Meta prohibited job content, employment SAC item | Meta: Prohibited commercial practices · Meta: Special ad categories transparency.meta.com · facebook.com | High |
Risky creative patterns
- Imagery showing only one demographic for housing or jobs (risk noted in DOJ/HUD algorithmic-delivery concerns, inferred)
- Neighbourhood maps that exclude areas (HUD 'redlining' allegation)
- Lookalike or exclusion audiences for credit, housing or jobs
Safer rewrites
Before and after examples. Swap the bracketed parts for your real details.
Before
Apartments for young professionals
After
Apartments near downtown transit, now leasing.
Before
Hiring energetic recent grads
After
Hiring: entry-level analyst. Training provided.
Before
Single mom? Get approved for a car loan
After
Auto loans with flexible terms. See rates.
Before
Are you over 50? Lower your mortgage
After
Explore mortgage refinance options.
Before
Jobs for men: warehouse
After
Warehouse associates wanted. Full-time, benefits.
Policy and enforcement history
Facebook settles with NFHA, ACLU, CWA and others: separate flow, no age, gender or zip targeting for housing, employment and credit
HUD charges Facebook with Fair Housing Act violations
Google announces US/Canada HEC targeting restrictions (by end 2020)
DOJ v Meta settlement: retire Special Ad Audience by 31 Dec 2022, new delivery-fairness system, $115,054 penalty
Meta FPS SAC introduced, then mandatory for US
Case studies
2019
HUD v Facebook
The adTargeting tools that excluded parents, non-Christians, 'interested in Hispanic culture', and neighbourhoods by map
OutcomeCharge filed, later DOJ suit
LessonPlatform tools themselves can be discriminatory
2019
NFHA/ACLU/CWA v Facebook (settlement)
The adGender- and age-targeted job, housing and credit ads
OutcomeTargeting removed, SAC created
LessonOrigin of Meta SAC
Rules by country
US
Meta full FPS SAC, Google access-to-opportunities limits
UK
Meta credit, housing and employment SAC (Europe list incl. UK), Google limits are US/CA only
EU
Meta SAC in EU/EEA, 10-mile radius
UAE
No SAC requirement found
India
No SAC requirement found
Check a housing, jobs and credit targeting ad
Platform
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Your report appears here.Each flag shows the phrase, the rule behind it, a source and a real case where a similar ad got in trouble.
This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.