Gambling and alcohol advertisements on Facebook are targeting vulnerable populations in Australia, according to research. Experts are advocating for more stringent regulation to safeguard the affected individuals.
The University of Queensland has recently conducted a study that indicates that vulnerable Australians who are experiencing wagering and alcohol issues are being “forced fed” advertisements on social media platforms such as Facebook. This has sparked widespread concerns regarding the targeted advertising practices of these platforms. The research suggests that wagering and alcohol advertisements are frequently seen in the social media feeds of high-risk individuals, illustrating how brands can effectively target these vulnerable users through targeted social media marketing.
The study, which was funded by the Victorian Health Department and the Foundation for Alcohol Research and Education, consisted of in-depth interviews with ten Australians who have either experienced or are currently confronting the negative effects of alcohol or gambling. The objective was to gain insight into the types of advertisements they encounter on social media. The participants consisted of high-risk drinkers, problem gamblers, and individuals who were either in recovery or were endeavoring to reduce their consumption.
The results indicate that each participant was associated with a minimum of 89 alcohol and gambling-related interests on Facebook, which enables advertisers to target these users with precision for product promotions. Furthermore, the investigation determined that Facebook received user data from as many as 201 alcohol companies and 63 gambling companies, which substantially improved the efficacy of ad targeting. Dr. Giselle Newton, the chief researcher, expressed profound apprehension, asserting, “This report is merely the beginning of the story in terms of the manner in which alcohol and gambling companies acquire and exploit user data to promote harmful and addictive products.”
The challenge of averting targeted advertisements on social media platforms such as Facebook was a source of frustration for numerous participants. Dr. Newton observed that “Individuals who are attempting to reduce their alcohol consumption or wagering do not wish to be inundated with advertisements for these products; however, it is difficult to circumvent such advertising on social media.” Alcohol and gambling companies were sharing personal data with Facebook for targeted promotions, which participants recognized as a slight influence on the ads they saw.
For example, a young woman who was making an effort to reduce her alcohol consumption discovered that approximately 25% of the advertisements she encountered on Facebook were for alcohol-related products and bar events. The research disclosed that 123 alcohol companies had shared her personal data, and she had been associated with 25 distinct alcohol-related interests, such as “beer” and “wine.” 14 gambling companies shared her data with Facebook, and another high-risk gambling woman was identified with 18 gambling and alcohol-related interests, including “lottery” and “casino.”
An individual in his twenties, who was experiencing difficulty managing his gambling behaviors, discovered that he was associated with 41 gambling-related interests and that 52 gambling corporations had uploaded his personal information to Facebook. By utilizing this data sharing, they were able to deliver advertisements that were highly personalized to him.
Katrina Georgie, CEO of the Foundation for Alcohol Research and Education, issued a vehement critique of the exploitative nature of the advertising, particularly in relation to those who were already grappling with addiction. She urged the federal government to prioritize the health and well-being of families and communities over the interests of alcohol and gambling corporations by implementing protective measures. Martin Thomas, CEO of the Gambling Reform Alliance, also characterized this targeted advertising practice as “predatory,” attributing it to Facebook’s advertising mechanism for facilitating such conduct.
Advocates are advocating for more stringent regulations to safeguard individuals who are susceptible to alcohol and gambling-related hazards, as social media users in Australia express frustration with the absence of measures to prevent such targeted advertising. The Australian federal government is under pressure from a variety of parties to address issues related to online gambling advertising, and the University of Queensland’s research provides critical evidence for the ongoing debate regarding the regulation of gambling and alcohol advertising on social media.
Although Prime Minister Anthony Albanese has moderated expectations regarding a comprehensive prohibition, it is anticipated that a formal government response will be issued by the end of the year. The research team and a variety of stakeholders have made calls to action to ensure that the most vulnerable populations are no longer exposed to detrimental product advertising.
