How should digital ads be presented to avoid discriminatory targeting?

• A. Advertise based on property characteristics and geography without excluding protected classes; avoid audience segments that discriminate.
• B. Target only a specific protected class to boost conversion.
• C. Exclude all minority neighborhoods to minimize risk.
• D. Use audience segments that rely on religion or race.

Answer: (D)

Advertising in real estate must avoid discrimination by not using protected characteristics to guide who sees ads. The best approach is to base ad placements on neutral factors such as property characteristics and geography, while ensuring you don’t rely on or target audience segments that discriminate. This aligns with anti-discrimination laws and fair housing principles, helping you reach genuinely interested buyers without bias or legal risk.

Targeting only a protected class, excluding minority neighborhoods, or using segments that rely on religion or race all rely on protected attributes and are not allowed. They risk violating fair housing laws and undermine ethical marketing practices.