Discrimination through Image Selection by Job Advertisers on Facebook
Discrimination through Image Selection by Job Advertisers on Facebook
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Facebook 上招聘广告商通过图像选择造成的歧视
DOI：
10.1145/3593013.3594115
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发表时间：
2023
期刊：
影响因子：
--
通讯作者：
Korolova, Aleksandra
中科院分区：
文献类型：
--
作者：
Nagaraj Rao, Varun;Korolova, Aleksandra
定向广告平台被招聘广告商广泛用于接触潜在员工；因此，由于定向而产生的歧视问题受到了广泛关注。广告商可能会滥用定向工具，将基于性别、种族、地点和其他受保护属性的人排除在他们的招聘广告之外。作为对法律行动的回应，Facebook禁用了基于包括就业在内的一些广告类别的许多属性的显式定向功能。尽管这是朝着正确方向迈出的一步，但先前的工作表明，歧视可能不仅由于平台的显式定向工具而发生，还由于有偏见的广告投放算法的影响。因此，人们必须更广泛地看待歧视的可能性，而不仅仅是通过显性定向工具的镜头。在这项工作中，我们提出并调查了招聘广告中一种新的歧视手段的普遍性，这种手段结合了定向和交付-通过在招聘广告图像中不成比例地表现或排除某些人口统计学上的人。我们使用Facebook广告库来证明这种做法的普遍性：(1)有证据表明广告商使用只有一个感知性别的人的广告图像来开展许多广告活动，(2)对卡车司机和护士当前所有广告活动中的性别代表性进行系统分析，(3)按性别和种族对选定广告商的广告活动图像进行纵向分析。在确定了由对招聘广告图像中的人的选择性选择所导致的歧视，以及广告投放算法对偏斜的算法放大之后，我们讨论了解决该问题的方法和挑战。
Targeted advertising platforms are widely used by job advertisers to reach potential employees; thus issues of discrimination due to targeting that have surfaced have received widespread attention. Advertisers could misuse targeting tools to exclude people based on gender, race, location and other protected attributes from seeing their job ads. In response to legal actions, Facebook disabled the ability for explicit targeting based on many attributes for some ad categories, including employment. Although this is a step in the right direction, prior work has shown that discrimination can take place not just due to the explicit targeting tools of the platforms, but also due to the impact of the biased ad delivery algorithm. Thus, one must look at the potential for discrimination more broadly, and not merely through the lens of the explicit targeting tools.In this work, we propose and investigate the prevalence of a new means for discrimination in job advertising, that combines both targeting and delivery – through the disproportionate representation or exclusion of people of certain demographics in job ad images. We use the Facebook Ad Library to demonstrate the prevalence of this practice through: (1) evidence of advertisers running many campaigns using ad images of people of only one perceived gender, (2) systematic analysis for gender representation in all current ad campaigns for truck drivers and nurses, (3) longitudinal analysis of ad campaign image use by gender and race for select advertisers. After establishing that the discrimination resulting from a selective choice of people in job ad images, combined with algorithmic amplification of skews by the ad delivery algorithm, is of immediate concern, we discuss approaches and challenges for addressing it.
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发表时间：
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