A groundbreaking research project led by Dr. Giselle Newton at the University of Queensland is uncovering the hidden practices behind targeted advertising on social media, specifically concerning sexual and reproductive health. The study tracks digital advertising for products and services in this sensitive area, shedding light on how personal data influences the ads that users receive.
Dr. Newton highlights the paradox of privacy surrounding sexual and reproductive health data. “We think of our sexual and reproductive health data as very personal and private,” she stated. However, user interactions on social media platforms—such as the accounts they follow, posts they like, and videos they watch—contribute to highly targeted advertising. This practice, while often unnoticed, can have significant emotional repercussions for individuals.
For instance, Dr. Newton notes the experiences of women who have sought help from in vitro fertilization (IVF) clinics. These women frequently find themselves inundated with baby product advertisements, which can be distressing during a time of infertility. In similar cases, women who have experienced miscarriage have reported receiving ads for baby items, leading to further emotional triggers.
The ephemeral nature of these personalized ads complicates efforts to regulate or monitor them effectively. “There’s currently no way to opt out,” Dr. Newton added, emphasizing the need for greater visibility and accountability in targeted advertising practices.
Citizen Scientists and Custom Technology
The research project incorporates the participation of citizen scientists, who are asked to contribute their ad data and preferences. According to Professor Nicholas Carah, Director of the Centre for Digital Cultures and Societies, this involves sharing the preferences and tags associated with their social media profiles. This could include personal data uploaded by companies, such as email addresses or phone numbers.
To facilitate the research, the team has developed a custom-built application that operates in the background on participants’ smartphones. This app utilizes machine vision technology to detect sponsored content, which is then recorded and uploaded to a secure dashboard for analysis.
Dr. Newton aims to illuminate how platforms utilize targeted ads and how users perceive these experiences. “There are instances where targeted advertising can be beneficial,” she acknowledged. “But there should also be visibility, accountability, and regulation in this space.”
Broad Scope of Research
The study encompasses a wide range of advertising related to sexual and reproductive health. This includes ads for lingerie, fertility apps, menstrual products, menopause treatments, and dating services. Dr. Newton’s previous research has already established that companies in alcohol and gambling sectors use ads on platforms like Facebook to target vulnerable individuals.
Individuals aged 16 to 44 who are interested in contributing to this research can register online. This initiative is part of the broader efforts of the ARC Centre of Excellence for Automated Decision-Making and Society and the Australian Ad Observatory. Collaboration with Professor Kath Albury from Swinburne University further enhances the project’s depth and scope.
As the research progresses, it aims to raise awareness about the implications of targeted advertising, particularly in sensitive areas like sexual and reproductive health, while advocating for necessary regulatory changes.
