Face­book Helps Adver­tis­ers Feed on Teen’s Emotions


It’s no secret that Facebook, the biggest social media network with over 1.8 billion users and growing, funds its operations mainly from the revenue generated from serving advertisements on the platform, but a new leaked document shows the grim side of Facebook ads.

Mark Zuck

According to a report in the Australian, Facebook has been using user data to determine their emotional state — worthless, insecure, defeated, anxious, useless, stupid, stressed, a failure and many others — and been promoting advertising campaigns to exploit these emotions.

The California-based social media titan has been allowing advertisers to target people with these emotional states for their ads.

The document also highlights that data is being collected majorly from teenagers, which are at times as young as 14-year-old — helping advertisers reach them easily and exploit their emotional state.

The information revealed in the document concerns users in Australia and New Zealand, but be rest assured, Facebook is implementing the same practices worldwide — they’re leaving no stone unturned to generate as much revenue from as creepy practices as possible.

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Christopher/Flickr CC

The document also revealed that 6.4 million users — comprising of students and young working people — were being targeted by advertisers depending on their emotional state.

Talking to the Australian, a Facebook Australia representative said, “We have opened an investigation to understand the process failure and improve our oversight. We will undertake disciplinary and other processes as appropriate.”

Facebook has been collecting user data since forever to propel its advertising gains and has been subjected to criticism for the same in some cases too.

Facebook uses all the collected data to display relevant ads to the users, but the social media giant isn’t so transparent to users about what all data is collected. The same data is available for sale to other platforms as well.

Facebook is responsible for one of the biggest breaches of user privacy — referring to the scale of their operation and number of people using the service.

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Bike enthusiast, traveller, ManUtd follower, army brat, word-smith; Delhi University, Asian College of Journalism, Cardiff University alumnus; a journalist breathing tech these days.