Is Facebook targeting and exploiting teens?
Facebook came under fire in Australia recently when an
internal document was leaked to the press. It had been prepared by
two Australian Facebook executives, setting out the results of an investigation
or “sentiment analysis”. Our Social Media Law expert investigates.
Listen to the full interview with social media law expert here:
The reason that this has caused such a stir in Australia is because the report specifically noted that the information and status updates of teens as young as 14 were examined, and the results could be used by advertisers. But is this really such a scandal?
The fact is that Facebook is one of the biggest proponents and users of targeted advertising, which necessarily requires the use of personal information in order to send appropriate advertising to a user. This is what you sign up for when you agree to the platform's terms and conditions, and this is how Facebook makes its money. The platform has a massive amount of information about each and every user that can be used effectively by advertisers to sell their goods and a great deal of research is done on users in the process.
Facebook is not compulsory and if you do not feel comfortable having your personal information used in this way, you can stop using it. The public needs to know that the “price” of connecting via social media is the use of your information to sell goods, even your emotional state will be exploited.
Verlie OosthuizenShepstone & Wylie Social Media Law Department