A recent study from the University of Queensland revealed how Facebook helps alcohol and gambling companies send targeted ads to individuals at high risk of related harms.
The study used digital data capture methods, allowing participants to log the ads targeted at them on Facebook, thus gaining a deeper understanding of how the platform categorizes users for advertising.
Conducted with a small sample of 10 people, the study found that Facebook had tagged these users with a total of 89 unique advertising interests related to alcohol and gambling.
It is claimed that these industries' companies can enhance these targeting capabilities by directly sharing data with Facebook.
A total of 201 alcohol companies and 63 gambling companies contributed data, enabling Facebook to continue delivering ads to users even while trying to limit ad exposure.
This means that despite participants' efforts to control their consumption behavior, they still saw a large number of targeted ads.
Notably, one participant trying to quit gambling received an excessive number of gambling-related ads, sometimes up to 15 consecutive gambling ads.
Dr. Giselle Newton, the lead researcher, commented on the findings, saying: "This report is just the tip of the iceberg in terms of what we know about how alcohol and gambling companies collect and use people's data, then market products to them."
"Those trying to reduce drinking or gambling do not want to be targeted by ads selling these products, and find it difficult to escape these ads when on social media platforms like Facebook," she added.
Martin Thomas, CEO of the Gambling Reform Alliance, added: "Australians expect the federal government to take more measures to ensure that the most vulnerable are not constantly bombarded with ads for addictive products."
