This paper provides a general mathematical programming based framework to incorporate fairness measures from the facilities' perspective to Discrete and Continuous Maximal Covering Location Problems. The main ingredients to construct a function measuring fairness in this problem are the use of: (1) ordered weighted averaging operators, a family of aggregation criteria very popular to solve multiobjective combinatorial optimization problems, and (2) α-fairness operators which allow to generalize most of the equity measures. A general mathematical programming model is derived which captures the notion of fairness in maximal covering location problems. The models are firstly formulated as Mixed Integer Non-Linear programming problems for both the discrete and the continuous frameworks. Suitable Mixed Integer Second Order Cone programming reformulations are derived using geometric properties of the problem. Finally, the paper concludes with the results obtained on an extensive battery of computational experiments. The obtained results support the convenience of the proposed approach.