MENLO PARK —
At this point, Facebook targets advertising according to male or female genders. For those who change to something neutral, ads will be targeted based on the pronoun they select for themselves. Unlike getting engaged or married, changing gender is not registered as a "life event" on the site and won't post on timelines. Therefore, Facebook said advertisers cannot target ads to those who declare themselves transgender or recently changed their gender.
Users also can select "neither" or "other" and separately indicate whether they want to be referred to as he, she or they.
Facebook came up with its range of terms after consulting with leading gay and transgender activists, and the company plans to continue working with them. Facebook started the options in the U.S. and plans to take it global after working with activists abroad to come up with terms appropriate in other countries.
Herras-Castaneda said she did expect some anger.
"Any time the transgender community makes advances, there is backlash, and this is a very big advance, so yes, we'll face some problems, no doubt," she said.
At Facebook, staffers said the expanded options were never questioned, from CEO Mark Zuckerberg on down.
"Really, there was no debate within Facebook about the social implications at all," said Alex Schultz, director of growth. "It was simple: Not allowing people to express something so fundamental is not really cool so we did something. Hopefully a more open and connected world will, by extension, make this a more understanding and tolerant world."