Facebook was forced to apologize after it was reportedly allowing advertisers to target emotionally vulnerable people as young as 14 years old!
According to a news agency, the research, conducted by two top Facebook executives in Australia, uses algorithms to collect data (via messages, images and reactions) on the emotional state of 6.4 million “students”, “students” and “young Australians and New Zealanders”, indicating the moments when these young people need a boost in their self-confidence. In other words, the data tells when young people feel “worthless” or “insecure” and are therefore more receptive to receiving ads.
A Facebook spokesperson said the information it collects was never used for targeted advertising: “Facebook does not offer tools to target users based on their emotional state. The analysis, conducted by an Australian researcher, was intended to help marketers understand how people express themselves on Facebook,” the spokesperson said. “We are currently working to fix the issue that has arisen.”
However, there is no doubt that data collection algorithms like this not only exist, but in accordance with the basic principles of production for profit, are used constantly.
What makes matters worse for Facebook is that tracking young people's emotions in real time appears to violate Australian law on advertising and marketing to children.
As The Australian points out, the law defines a child as someone aged 14 and under and states that children must “obtain the express consent of a parent or guardian before engaging in any activity that will result in the collection or disclosure of … their personal information.” That is, “information that identifies the child or can identify the child.”
Facebook's collection of information about young people and their negative emotions, such as "anxiety", "defeatism" etc., appears to be contrary to the ethical standards of the Association of National Advertisers of Australia (AANA).
The report is the latest example of service being used to serve what some would consider unethical advertising. A 2016 ProPublica investigation alleged that the platform allowed advertisers to discriminate based on race — what Facebook calls “ethnic affinity” labeling.
Perhaps the news that Facebook is allowing ads to target young Australians based on their low emotional state will lead to another policy change. Either that, or it can create even more AI tools to try and tackle the problem.
