Vulnerable Australians grappling with gambling and alcohol issues are reportedly being “force fed” social media ads promoting these products, sparking concern over targeted advertising practices on platforms like Facebook.

According to a new study led by University of Queensland researchers, gambling and alcohol ads are frequently pushed to individuals identified as high-risk, illustrating how brands are using precise social media marketing to reach vulnerable users.

The study, which was funded by VicHealth and the Foundation for Alcohol Research and Education (Fare), focused on 10 Australians who had experienced, or were at risk of, harm from alcohol or gambling. Participants included individuals struggling with high-risk drinking habits, problematic gambling, and those in active recovery or attempting to cut down on their consumption.

The findings reveal that each participant was “tagged” by Facebook with at least 89 interests connected to alcohol and gambling, allowing advertisers to pinpoint them for product promotions. Moreover, 201 alcohol companies and 63 gambling companies were found to have shared data with Facebook about these users, enhancing their ability to refine ad targeting strategies.

Dr. Giselle Newton, the chief investigator on the study, voiced significant concerns over the level of data collection by these industries. “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 harmful and addictive products,” Dr. Newton stated.

For many participants, the study highlighted the challenge of avoiding targeted ads while on platforms like Facebook, where ad algorithms operate based on extensive user data profiles. “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,” said Dr. Newton.

This latest study brings scrutiny to Facebook’s ad targeting model, which allows advertisers to share information about users, such as website visits and app usage, to facilitate further ad targeting. Participants in the study, while aware that their browsing history could influence online ads, were “particularly alarmed to learn that alcohol and gambling companies shared their data with Facebook to target them.”

One young woman attempting to cut down on her drinking habits reported that around 25% of the ads she encountered on Facebook promoted alcohol-related content, from pubs and events to merchandise linked to alcohol consumption. She was tagged with 25 different alcohol interests, including “beer,” “wine,” and “rum.” According to the study, her personal data had been shared with Facebook by 123 alcohol companies, which included major brands, bottle shops, and venues.

Another participant, a woman with high-risk gambling habits, was tagged with 18 interests related to both gambling and alcohol, including “casino,” “lottery,” and “Keno.” In her case, 14 gambling companies, including bookmakers and lottery operators, had shared data with Facebook, further amplifying the tailored ads she encountered online.

For a young man in his early 20s, the experience was equally troubling. As someone actively working to manage his gambling habits, he discovered that he had been tagged with 41 gambling-related interests, spanning everything from sports betting to blackjack. Additionally, 52 gambling companies, including prominent sports betting agencies, had uploaded data about him to Facebook, allowing them to serve targeted ads.

Caterina Giorgi, CEO of Fare, criticised the predatory nature of these advertising practices, particularly when targeting individuals already struggling with addiction. “It’s concerning to see alcohol, gambling, and social media companies deliberately prey on people who are most susceptible to harm,” Giorgi said.

“We are calling on the federal government to implement protections that put the health and wellbeing of families and communities ahead of the interests of alcohol and gambling companies”.

Martin Thomas, CEO of the Alliance for Gambling Reform described the targeting practices as “predatory” and blaming Facebook’s ad infrastructure for enabling them. “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 harmful and addictive products,” he said.

B&T contacted Meta for comment but did not receive a statement prior to publication.

The University of Queensland’s findings add fuel to a growing debate over the regulation of gambling and alcohol advertising on social media. The study emerged amid pressure on the Australian federal government to address issues raised in a report by the late Labor MP Peta Murphy, which recommended a complete ban on online gambling advertisements. Although Prime Minister Anthony Albanese has tempered expectations for a full ban, the government’s official response to the report is anticipated by the end of the year.

As Australian social media users express frustration with the current lack of options to prevent this ad targeting, advocates are pressing for stronger regulations to protect individuals at risk of alcohol and gambling-related harm.