Do not target or exclude on protected characteristics (age is protected only in limited contexts). Use proxies carefully and document rationale.
Protected characteristics (Equality Act 2010)
Age, disability, gender reassignment, marriage/civil partnership, pregnancy, race, religion, sex, sexual orientation.
Financial marketing nuance
- Age: can be used where legally justified (equity release 55+) - Avoid proxies that discriminate (postcodes correlating with ethnicity / religion) - Document the rationale for any demographic restriction
Platform rules
Meta Special Ad Categories remove some targeting for housing/credit - apply where relevant.