A recent study from the University of Queensland has shed light on how Facebook targets at-risk Australians with ads for alcohol and gambling, raising concerns over the platform’s role in promoting these products to vulnerable users.
Funded by VicHealth and the Foundation for Alcohol Research and Education (FARE), the study points to a pattern of ad targeting that can reach people actively trying to cut back on drinking or gambling, a practice that’s fueling calls for government intervention.
Facebook’s Ad Targeting and Data Collection
Using a unique digital data capture tool, the study followed 10 Australians, each documenting the ads they received on Facebook. The findings were astounding: participants, despite some taking steps to reduce their exposure, were still tagged with a combined total of 89 interests related to alcohol and gambling.
According to the study, these “interests” allowed Facebook’s algorithm to direct ads from alcohol and gambling companies to these users, encouraging them to engage with products they were trying to avoid.
Direct Data-Sharing with the Alcohol and Gambling Industries
One of the most notable points in the study was the role of data-sharing between Facebook and companies in the alcohol and gambling industries. According to the findings, 201 alcohol companies and 63 gambling companies had shared user data with Facebook, further fueling targeted ad placements.
This data sharing enables Facebook to keep showing ads to users even if they try to avoid content related to alcohol or gambling. For some participants, this meant seeing up to 15 gambling ads back-to-back.
Users Report Feeling Bombarded by Ads
Participants described feeling “force-fed” ads for gambling and alcohol despite their efforts to steer clear of these products. One participant who had been actively trying to cut down on alcohol use was met with a stream of ads for liquor brands, bars, and alcohol-related products. Similarly, those looking to reduce gambling activity found themselves repeatedly targeted by ads for Australian online casinos, sports betting, and lotteries.
Despite adjusting their Facebook ad settings, many found the platform’s data-sharing arrangements with alcohol and gambling companies overpowered their efforts to limit exposure. This experience has frustrated users, with some saying they feel trapped by targeted ads that keep following them around.
Advocates Push for Government Intervention
The findings have prompted health advocates to renew their call for stricter ad restrictions. Martin Thomas, CEO of the Alliance for Gambling Reform, believes this study shows why the government needs to step in. According to advocates, the current ad regulations don’t go far enough to address the unique ways that social media platforms reach people with ads for potentially harmful products.
Public health experts are calling on the government to create clear guidelines to curb ad targeting in the gambling and alcohol sectors. They argue that people trying to cut back on these products should have options to avoid seeing ads on social media. Experts say a stronger system would give users control over what they see online and help limit their exposure to advertisements for products they want to avoid.
Concerns Over Data Privacy and Targeting Ethics
Many participants were surprised to learn how much data was shared between Facebook and these companies. Data from users’ previous interactions, like clicks on gambling sites or views on alcohol-related pages, is shared with Facebook, creating a feedback loop where users are tagged and targeted based on their past activity. While Facebook does allow users to adjust their ad settings, participants found these controls weren’t enough to block ads from certain industries.
The issue of data-sharing and targeted ads raises larger ethical questions about how social media platforms handle user data, mainly when promoting products that carry high risks. For people at risk of gambling or alcohol-related harms, targeted ads could increase the likelihood of relapse or make it harder to avoid these behaviors.
Public Health Concerns Over Targeted Advertising
Public health experts worry that this type of targeted advertising can undercut efforts to curb excessive alcohol use or gambling. For people with a history of struggling with these products, seeing repeated ads can be a major obstacle to recovery. The study adds weight to the argument that highly targeted digital ads make it harder for at-risk individuals to resist temptation, keeping them engaged in behaviors they try to avoid.
The University of Queensland study has added momentum to the push for stricter regulations on digital advertising. Advocates believe it’s time for the government to step in and make it easier for users to opt out of ads encouraging harmful habits. Suggested reforms include rules allowing users to fully opt out of ads for gambling or alcohol, giving people a straightforward way to limit their exposure to these ads.
What’s Next for Policy Change
This study arrives at a time when many Australians call for clearer protections against digital ad targeting. The federal government is expected to address this issue in the coming months, and advocates hope these findings will prompt stronger measures to protect users. As online platforms continue to dominate ad space for alcohol and gambling products, experts argue that it’s more important than ever to set up safeguards.
With social media companies holding vast amounts of user data, policymakers must balance industry interests with user protections. Advocates hope that stricter ad regulations can reduce the number of ads for gambling and alcohol that reach at-risk users, giving individuals more control over their online experience and a better chance to avoid targeted marketing for addictive products.
