Study Reveals Facebook’s Role in Targeted Ads for Alcohol and Gambling to High-Risk Users
A University of Queensland study reveals how Facebook lets alcohol and gambling companies target ads at people who are addicted, even if they try to avoid that content. The findings show we need stronger regulations to protect vulnerable users.
Facebook’s Targeted Ads Are A Problem
A University of Queensland study has found Facebook allows alcohol and gambling companies to target users who are at risk of harm.
Using a digital data capture tool, participants logged the ads they saw on their feeds and Facebook’s algorithm categorised them to serve tailored ads.
Data Sharing Makes Targeting Possible
The study was conducted with a small sample of 10 participants and found 89 unique alcohol and gambling related interests Facebook assigned to these users.
Dr. Giselle Newton, the study’s Chief Investigator, noted, “This report is the tip of the iceberg in terms of what we know about how alcohol and gambling companies collect and use people’s data to then target them with their products.”
201 alcohol and 63 gambling companies contributed data to Facebook, so the platform can target users with ads. Despite users trying to limit their exposure, they still saw a large number of ads tailored to their profiles, showing how hard it is to control ad visibility.
Call for Stronger Regulatory Actions
Martin Thomas, CEO of the Alliance for Gambling Reform, voiced public concerns, stating, “Australians expect the Federal Government to do more to ensure people who are most at risk of harm aren’t constantly bombarded with ads for addictive products.”
Many users are actively trying to avoid gambling and alcohol content so the study’s findings show we need regulations to protect vulnerable populations from targeted ads that undermine their harm reduction efforts.
