Alcohol and Gambling Ads on Facebook: New Study Exposes Targeting of Vulnerable Australians
Social Media Advertising Tactics Under Scrutiny
A University of Queensland study has unveiled how alcohol and gambling companies are leveraging Facebook’s ad-targeting capabilities to reach individuals vulnerable to addiction. Despite attempts to reduce exposure to these ads, participants found it nearly impossible to avoid them.
The research, conducted with a sample of 10 participants, revealed that Facebook assigned 89 unique advertising interests related to alcohol and gambling to these individuals. This categorisation facilitated the delivery of ads tailored to users’ online behaviour.
The study further highlighted that 201 alcohol and 63 gambling companies collaborated with Facebook, sharing data that allowed the platform to continuously target users with personalised ads, even if they had taken measures to avoid such content.
One participant seeking to manage their gambling behaviour reported encountering up to 15 gambling ads in a row, underscoring the platform’s persistent advertising strategy.
Chief Investigator Dr. Giselle Newton commented:
“This report is the tip of the iceberg in terms of what we know about how alcohol and gambling companies collect and use people’s data to then target them with their products. 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.”
Martin Thomas, CEO of the Alliance for Gambling Reform, also expressed concern, stating:
“Australians expect the Federal Government to do more to ensure people who are most at risk of harm aren’t constantly bombarded with ads for addictive products.”
The findings have intensified calls for stricter government regulations on targeted advertising, particularly for industries promoting products associated with high-risk behaviours. Advocates argue that better safeguards are essential to protect vulnerable populations from the potential harm of relentless advertising on digital platforms.
