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Research reveals Facebook’s targeting of vulnerable Australian users with alcohol and gambling ads

A study released by the University of Queensland has uncovered troubling practices by Facebook in how it targets Australian users who may be at risk of harm from alcohol and gambling advertising.

The research introduced an innovative mobile app that allows participants to capture and share data on the ads directed at them on the platform.

This pilot study utilized a novel digital data donation method to collect ads that would typically remain hidden from public view, offering insights into the digital advertising targeting practices of alcohol, gambling, and social media companies.

The findings reveal that Facebook tagged 10 Australian participants with 89 different interests related to alcohol and gambling. The research was funded by VicHealth and the Foundation for Alcohol Research and Education (Fare).

This targeting was facilitated by data shared from 201 alcohol companies and 63 gambling companies, which provided Facebook with insights into the individuals involved in the study.

Collectively, 264 alcohol and gambling companies uploaded data about these participants to Facebook’s marketing algorithm.

Among the participants, one individual was identified with 25 alcohol-related advertising interests and had data shared by 123 alcohol companies. Another participant, who has struggled with gambling issues, was tagged with 41 gambling-related interests, receiving data from 52 gambling companies.

Notably, one participant who has been attempting to reduce her alcohol consumption over the past decade had her information shared by 95 alcohol companies.

Participants expressed frustration over how alcohol and gambling companies undermine their efforts to reduce their consumption. Many felt that these companies were working against their attempts to limit their drinking and gambling, particularly as they were profiled and targeted with ads for harmful products.

For example, one participant reported being bombarded by gambling ads, often seeing them in rapid succession, while another described how ads tailored to her social activities served as constant reminders to drink.

Facebook
An example included in the study of some gambling ads shown on the Facebook wall of one of the study participants
Giselle Newton
Giselle Newton, Research Fellow at The University of Queensland

Dr. Giselle Newton, the Chief Investigator of the study, emphasized the “report is just the tip of the iceberg” regarding how alcohol and gambling companies gather and exploit personal data to “market their harmful products”.

“Individuals trying to limit their alcohol use or gambling are often overwhelmed by targeted advertising, making it difficult to escape these promotions on platforms like Facebook”, she stated.

Participants were particularly alarmed to learn that their preferences, behaviors, and browsing history could be used to target them with alcohol and gambling advertising at a high frequency. The study noted that individuals had been targeted by over 34,346 advertisers, highlighting the pervasive nature of this marketing.

Oliver, a participant in the study, expressed his frustration with the barrage of alcohol ads on Facebook.

“It’s everywhere, and it’s not just billboards; it follows me into my home through my phone. Even when I’m browsing Facebook Marketplace, I’m bombarded with these ads…The fact that I can’t opt out of these ads is incredibly frustrating.”

Martin Thomas, CEO at Alliance for Gambling Reform
Martin Thomas, CEO of Alliance for Gambling Reform

The Australian government has looked to enact reforms to betting advertising aimed at reducing problem gambling, after calls from multiple civil and political groups.

Martin Thomas, CEO of the Alliance for Gambling Reform (AGR), stated that the report highlights the predatory marketing practices of gambling companies and the role Facebook plays in enabling them.

“Australians expect the Federal Government to take stronger action to protect those at risk from constant exposure to ads for harmful products”, notes the report’s public announcement.

Caterina Giorgi - Chief Executive Officer at Foundation for Alcohol Research and Education
Caterina Giorgi – CEO of the Foundation for Alcohol Research and Education

Meanwhile, Caterina Giorgi, CEO of the Foundation for Alcohol Research and Education (FARE), called for urgent reform, emphasizing that individuals should not be targeted for advertising based on their vulnerabilities.

“It’s disturbing to see how alcohol and gambling companies exploit those who are most susceptible to harm”, she remarked. “We urge the Federal Government to implement protective measures that prioritize the health and well-being of families and communities over corporate interests.”

The study’s participants expressed the need for better measures to prevent them from being targeted with alcohol and gambling ads online. They desire more control over the digital advertising they receive, particularly the ability to opt out of and permanently block harmful advertising. However, they feel that social media platforms will not take these steps without government intervention.

Nelson Moura
Nelson Mourahttp://agbrief.com
Editor and reporter with 10 years of experience in Greater China, namely Taiwan and Macau, in printed and online media, with a focus on finance, gaming, politics, crime, business and social issues.

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