Study Reveals Facebook Targets At-Risk Aussies with Gambling Ads

A new study from the University of Queensland sheds light on how at-risk Australians struggling with gambling and alcohol problems face a barrage of targeted ads on social media Facebook. The report backed by VicHealth and the Foundation for Alcohol Research and Education (Fare), looked into how much these ads reach people who are susceptible.

Data from Alcohol, Gambling Firms Fuels Targeted Facebook Ads

The study looked at 10 people who had dealt with, or were likely to face, problems from drinking and betting. The results showed that Facebook had labeled each person with at least 89 interests tied to these topics letting advertisers zero in on them for targeted ads. What is more, 201 alcohol brands and 63 gambling companies had given Facebook data about these users making it possible to tailor ad content even further.

Dr. Giselle Newton, who led the study, highlighted how serious data collection practices by alcohol and gambling industries are, reported The Guardian. She stressed that this research touches on how companies use user data to promote harmful content. Newton pointed out that people trying to cut back on drinking or gambling often struggle to avoid targeted ads while using platforms like Facebook.

A young woman’s effort to cut back on drinking offers a clear example of targeted advertising. She noticed that about 25% of the ads in her Facebook feed were related to alcohol. These included ads for bars branded events, and products. Facebook had labeled her with 25 alcohol-related interests. What’s more, 123 alcohol companies had gotten hold of her data. This shows how far these ad networks reach.

Facebook’s Targeted Ads on At-Risk Gamblers Criticized as “Predatory”

Another person who is struggling with risky betting habits, learned that Facebook had connected her to 18 gambling and alcohol interests. She also found out that 14 companies related to gambling, including big-name bookies, had given data to Facebook. 

A young man in his twenties also trying to cut back on gambling, discovered that 52 gambling businesses had uploaded his information. This allowed them to flood his social media with targeted ads.

Martin Thomas, who heads the Alliance for Gambling Reform, slammed these methods as “predatory” and blamed Facebook’s ad system for making them possible. He urged the federal government to take stronger steps to shield vulnerable people from the constant stream of ads pushing addictive products. Caterina Giorgi, who leads Fare, shared these worries calling for rules that put community health before company profits.

This research adds fuel to the ongoing argument about controlling gambling and alcohol ads online as the government faces pressure to act on a report that suggests banning all gambling advertisements. While Prime Minister Anthony Albanese has hinted that a complete ban is not likely, supporters still hope for major legal changes by the end of the year.