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Facebook Targeting Vulnerable Australian Users With Gambling Ads

The University of Queensland has revealed some shocking insights into the world of Facebook advertising. Their research shows that Facebook has used data to target vulnerable Australian users with gambling and alcohol ads. VicHealth and the Foundation for Alcohol Research and Education (FARE) funded the research.

The study’s modus operandi was simple. The University created an app that allowed participants to capture and share data on the ads that were targeted towards them on the social media platform. These ads typically remain hidden from view. According to a report, the targeting was facilitated by the alcohol companies sharing data with Facebook.

Two hundred sixty-four companies facilitated the data, 63 of which were gambling companies, which provided Facebook with insights into the individuals involved in the study. According to the study, users had their data shared by as many as 123 alcohol companies, 

Martin Thomas, CEO of the Alliance for Gambling Reform (AGR), said, “Australians expect the Federal Government to take stronger action to protect those at risk from constant exposure to ads for harmful products.” 

Caterina Giorgi, CEO of the Foundation for Alcohol Research and Education (FARE), said, “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.”

Martin Thomas’ Statement on X

Alliance CEO Martin Thomas has called out the “predatory marketing practices” of gambling companies targeting vulnerable Australians through Facebook ads. https://t.co/cWTHZGvuAz pic.twitter.com/zEu8NDLTg5

— Alliance for Gambling Reform (@ReformGambling) November 13, 2024

Facebook has been called out several times for their advertising activities. The social media behemoth doesn’t generally allow gambling ads on its network. When it comes to alcohol ads, Facebook allows promotion but doesn’t allow the sale of adult beverages on its network.

However, Facebook respects local laws and regulations. For example, in India, direct ads for gambling and alcohol are banned.  The Australian government has been working towards reforming gambling and betting advertising to curb it greatly. Various organizations have voiced their concern with the release of the survey. 

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READ MORE: No Promoting Online Betting? Here’s What iGaming Consultant Jaydeep Has To Say

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Social Media Marketing as a whole could be a hair-raising experience, with users targeted depending on their personal choices and lifestyle. For example, a person who shares with the social media platform that they like car racing is prone to get more ads related to the genre as they scroll through the social media website. With Facebook policies once again in the headlines, it remains to be seen how the social media behemoth reacts. Of course, there are some other social media companies, and what their revert to this would be is an interesting question too.

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