Facebook Job Ad Algorithm Discriminates by Gender, Dutch Rights Body Finds
Meta's Facebook job advertisement algorithm shows job listings selectively by gender, with receptionist roles displayed predominantly to women and mechanic roles to men, despite identical neutral job postings. The Dutch equal treatment authority found the practice constitutes unlawful discrimination and restricts equal access to employment opportunities.
What happened
Meta's algorithm for job advertisements on Facebook showed job listings selectively based on user gender, according to an investigation by Bureau Clara Wichmann and Global Witness. The researchers posted gender-neutral job advertisements with generic images and tracked which users saw them, finding that receptionist positions were shown to 69% women and mechanic positions to 69% men.
On 18 February 2025, the College voor de Rechten van de Mens (Dutch equal treatment authority) concluded that Meta discriminates on the basis of sex through its job advertisement algorithm.
Reported impact
Bureau Clara Wichmann stated that selective job ad display limits equal access to the labour market. Berty Bannor of the organisation said the practice perpetuates inequality, reduces labour market diversity, and reinforces gender stereotypes that lead to workplace discrimination.
Index analysis
The College voor de Rechten van de Mens's determination is not legally binding but is regarded as authoritative and often taken seriously by employers, the government, and the judiciary, according to Bureau Clara Wichmann.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.