Australian study finds alcohol and gambling ads targeting at-risk people on Facebook

A study conducted by researchers at the University of Queensland has stated alcohol and gambling advertising on Facebook is being targeted at users who are at risk of harm. 

Using a pilot for a digital data capture method, which allows people to record the ads they are seeing and collate them on a digital app, the university team was able to collate the data shared with them by the users of the Meta social media platform. 

It was found that Facebook directed 89 different alcohol and gambling-related advertising displays at the 10 people who were taking part in the study.

As reported by AdNews, many alcohol and gambling companies shared data with Facebook to assist the targeting, but this was not confined to a handful of firms. 

A significant 201 alcohol and 63 gambling firms were found to have provided data, according to the university research.

One person taking part in the study had 95 drink companies sharing data on her, despite trying to reduce her alcohol consumption over the last decade, while another participant experiencing gambling-related harm, reported almost every two in three ads on his Facebook feed promoted betting. 

He also stated this trend would often display 15 or more consecutive gambling ads.

Giselle Newton, the chief investigator of the report, warned this is only a small insight into what is known about how alcohol and gambling companies collect and utilize people’s data, with much more to follow.  

“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,” she outlined.

Lobby groups and those calling for change implored the government to take action to protect citizens.  

Foundation for Alcohol Research and Education CEO, Caterina Giorgi, voiced her organization’s perspective that the report further demonstrates the need for reform.

“People should not be profiled and targeted for advertising based upon their vulnerabilities.”

“It’s concerning to see alcohol, gambling and social media companies deliberately prey on people who are most susceptible to harm. We are calling on the Federal Government to implement protections that put the health and well-being of families and communities ahead of the interests of alcohol and gambling companies,” she added.

Image credit: Via Midjourney

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