États-Unis: Facebook accusé de discrimination dans ses publicités ciblées

Après avoir mené l’enquête, le ministère américain du Logement poursuit Facebook en justice. L’entreprise est accusée de pratiques discriminatoires dans la diffusion de publicités. Un juge doit maintenant estimer si la plainte est justifiée. Ce serait alors la concrétisation d’une longue bataille.

Il y a trois ans le site d’information ProPublica révélait que l’outil de ciblage publicitaire vendu par Facebook transgressait la loi. Les annonceurs pouvaient choisir les destinataires de leurs campagnes en fonction de critères ethniques, physiques ou sexuels.

Il y a six mois le département d’État américain du Logement et de l’urbanisme lançait une enquête sur ces pratiques. Facebook permet par exemple aux agences immobilières d’exclure de leurs destinataires des personnes non chrétiennes, de culture hispanique ou qui s’intéressent aux accès handicapés.

Il y a dix jours, pour mettre fin aux poursuites engagées par des organisations de défense des droits civiques aux États-Unis, Facebook annonçait des changements. Le réseau social promettait une gestion différente des publicités ciblant les minorités et les populations économiquement fragiles dans le domaine du logement du crédit et de l’emploi.

Le ministère américain du Logement a tout de même décidé de continuer ses poursuites. Si le juge administratif estime que la plainte est justifiée, il pourrait imposer une amende et le paiement de dédommagements.

source: http://www.rfi.fr/ameriques/20190328-etats-unis-facebook-accuse-discrimination-publicites-ciblees

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