Non-Discrimination in Digital Marketing

All major advertising networks, such as Google and Facebook, have a non-discrimination policy. While only advertisers in regulated industries, such as housing, employment, and credit services, are required to certify compliance with non-discrimination policies, an internal non-discrimination audit is a good business practice.

Beyond Ad Targeting

Non-discrimination goes beyond ad targeting. The selection of messaging and imaging is equally essential when considering the possible impression of exclusion and discouragement. A multicultural and cross-generational approach can ensure compliance and avoid misrepresentation.

Response Management

Chatbots, even those powered by AI, often give the impression of inauthenticity and nothing drives customers away like being treated as a number in a queue.

Human psychology is an essential consideration in response management by people. Namely, explicit and implicit biases are often invisible to algorithms and analytics. A response guideline can avoid assumption about a user's reasoning and intention that is psychologically involuntary if left unchecked.


Technological advancement and evolving public expectation have contributed to gray areas in compliance. It isn't just about strict adherence to policies. It is about avoiding any scenario that would necessarily reflect an unfair treatment to other people - how a discount is offered, how a verification process is conducted, and how each customer or sponsor is treated throughout the entire process.

The purpose of a non-discrimination policy is to guide and regulate practices. It is up to us - the humans - to exercise ethics and behavioral discipline to implement and enforce best practices.