Key points:
- New research indicates that alcohol and gambling companies target at-risk individuals with ads on Facebook
- Facebook’s data-sharing partnerships with these companies facilitate personalised ad targeting
- Experts are calling for government reforms to limit targeted advertising to vulnerable populations
A recent study by The University of Queensland reveals how Facebook has apparently facilitated targeted advertising from alcohol and gambling companies towards individuals at high risk of related harms.
Using a digital data capture method, the study enabled participants to document the ads directed at them on Facebook, providing insight into how the platform categorises users for advertising purposes.
The study, conducted with a small sample of 10 individuals, found that Facebook tagged these users with a total of 89 unique advertising interests related to alcohol and gambling.
Companies in these industries supposedly enhance these targeting capabilities by sharing data directly with Facebook.
In total, 201 alcohol and 63 gambling companies contributed data, allowing Facebook to continue directing ads to users even when they attempted to limit their exposure.
This meant that participants reported seeing large amounts of targeted advertising despite efforts to control their consumption behaviours.
Good to know: A participant attempting to curb gambling habits received a disproportionate number of gambling-related ads, sometimes experiencing up to 15 gambling ads in succession
Commenting on the results, Chief Investigator Dr. Giselle Newton stated: “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.
“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.”
Martin Thomas, CEO of the Alliance for Gambling Reform, added: “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.”
