A new study from the University of Queensland has thrown light on how Facebook’s advertising model may be enabling alcohol and gambling companies to target vulnerable users. Using digital data capture, the study documented how Facebook assigns advertising tags to users, exposing them to harmful ads from these industries, despite efforts to reduce their exposure.
The study utilised a digital data capture method, allowing 10 participants to track the ads targeted at them on Facebook. Researchers discovered that Facebook tagged these users with 89 unique advertising interests related to alcohol and gambling. These tags appeared to function as the primary drivers of targeted ads, categorising users based on potential susceptibility to alcohol and gambling products.
Participants in the study reported seeing frequent advertisements promoting these products, even as they tried to restrict their consumption behaviours. Chief Investigator Dr. Giselle Newton said, “People who are trying to reduce their alcohol use or gambling don’t want to be targeted with ads selling these products and can find it difficult to escape this advertising when they are on social media platforms like Facebook.”
Industry data-sharing enhances targeting capabilities
The study also uncovered how alcohol and gambling companies strengthen Facebook‘s advertising algorithms through data-sharing practices. According to the research, 201 alcohol companies and 63 gambling companies shared user data directly with Facebook. This data-sharing, combined with Facebook’s existing ad targeting, allows the platform to direct ads to individuals who may already be at risk, even if they attempt to limit their exposure.
The targeted advertising continued even when participants actively tried to reduce their engagement with alcohol- or gambling-related content. Such practices have raised ethical concerns about the methods used by social media platforms and advertisers.
Call for stricter regulation
These findings have prompted calls from advocacy groups, including the Alliance for Gambling Reform, for greater government intervention. Martin Thomas, CEO of the Alliance said, “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.”
The University of Queensland’s report points to a potential need for stricter regulation around targeted advertising practices on social media platforms, particularly when vulnerable users are concerned. “People who are trying to reduce their alcohol use or gambling don’t want to be targeted with ads selling these products and can find it difficult to escape this advertising when they are on social media platforms like Facebook,” according to Dr. Newton.
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