Facebook ads targeting people at risk of harm under scrutiny

A new study has revealed how alcohol and gambling companies target people with Facebook advertising for addictive products, with the research set to expand in coming years.

The UQ-led study found people trying to reduce their alcohol use or gambling or recovering from harm were exposed to significant amounts of advertisements for these products on social media.

Dr Giselle Newton, Research Fellow at UQ’s Centre for Digital Cultures and Societies and Chief Investigator on the report, said the findings provided a clearer understanding of how social media targets people at risk of harm, while highlighting the need for greater accountability.

“We're trying to increase observability of digital advertising on social media platforms, as there’s currently limited avenues for capturing or studying ‘dark’ advertising because it is so personalised and ephemeral,” Dr Newton said.

Eleven people who had experienced or were at risk of alcohol or gambling addiction took part in the study funded by the Foundation for Alcohol Research and Education (FARE) and VicHealth.

As part of the research, a custom-built Android Mobile application was piloted to collect the digital advertising during a one-week period.

Participants had been tagged by Facebook with 89 different alcohol and gambling related advertising interests, used to target them with advertising.

One woman trying to reduce her alcohol use was tagged with as many as 25 alcohol-related interests and her data was shared with Facebook by 123 alcohol companies.

Dr Newton said participants of the study want more control over the advertising they’re viewing online, and felt the Federal Government should take action to regulate advertising for addictive products.

The research team will work with hundreds of Australians to collect more ads over the next 3 years using the Mobile Observation of Advertising Toolkit.

“We are expanding this research to investigate a broader range of ads, from political and scam ads to ads for alcohol, gambling and fast food as well as to look at ads for fertility and parenting products and services,” Dr Newton said.

FARE CEO Caterina Giorgi said the report highlights the need for reform.

“We are calling on the Federal Government to implement protections that put the health and wellbeing of families and communities ahead of the interests of alcohol and gambling companies,” Ms Giorgi said.

Participants who would like to take part in the second phase of research can register through an Expression of Interest form.

This work is part of the ARC Centre of Excellence for Automated Decision-Making and Society and the Australian Ad Observatory project.

Media contact

UQ Communications 
communications@uq.edu.au 
+61 429 056 139