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Facebook Lets Advertisers Target Insecure Teens, Says Report (cnet.com)

An anonymous reader shares a report: Leaked documents from Facebook's team in Australia allegedly show the social giant's ability to help advertisers target teens who feel "worthless." The documents, first revealed by The Australian, say Facebook can spot when teens "need a confidence boost." The documents reportedly get even more specific, saying Facebook's algorithm can pinpoint when teens feel "useless," "stressed," "failure," "silly," "stupid," "worthless" and "defeated." Using Facebook's tools as well as image recognition, advertisers would be able to find teens in some of their lowest moments -- and then target ads to them. The leaked documents also detailed how advertisers could use Facebook's algorithms to find teens who were interested in "working out and losing weight" and promote health products, according to The Australian. Facebook's team in Australia was reportedly looking to capitalize on 6.4 million teens who use the social network in their region.

68 of 118 comments (clear)

  1. ha ha, jokes on them by Anonymous Coward · · Score: 2, Insightful

    any teens using facebook are worthless

    1. Re:ha ha, jokes on them by LifesABeach · · Score: 2

      There are 2 types of teens. Those that think their worthless, and those that think their entitled, and worthless. Guess which one has the money to spend with?

    2. Re:ha ha, jokes on them by CrimsonAvenger · · Score: 4, Funny

      Plus the ones who can't spell "they're" reliably, of course. Still some of those....

      --

      "I do not agree with what you say, but I will defend to the death your right to say it"
    3. Re:ha ha, jokes on them by LifesABeach · · Score: 1

      You really think FaceBook gives a shit about your analysis? Are you worthless?

    4. Re:ha ha, jokes on them by Caesar+Tjalbo · · Score: 1

      Facebook Lets Advertisers Target Insecure Teens, Says Report

      It's the Blue Whale 50 steps program to security

      --
      "I'm not much interested in interoperability. I want substitutability. I want to be able to throw your software out."
    5. Re:ha ha, jokes on them by Wootery · · Score: 1

      An AC already said this, albeit less clearly, but: the reason people don't is that they get great value from Facebook. So no, it's not as simple as just delete your account. The true cost of doing this is high.

    6. Re:ha ha, jokes on them by TheRaven64 · · Score: 1

      The problem with this argument is that it's circular. People don't get value from Facebook, they get value from the fact that other people are on Facebook and, conversely, by being on Facebook they give value to Facebook for others. If you close your account, then Facebook becomes a little bit less useful to all of your friends. If you and a quarter of your friends close their accounts, it becomes a lot less useful to the others who still have accounts, and as each of those closes their account it becomes less useful to the remainder.

      --
      I am TheRaven on Soylent News
    7. Re:ha ha, jokes on them by Wootery · · Score: 1

      But what's the replacement going to be? Diaspora?

      People use Facebook for a reason.

    8. Re:ha ha, jokes on them by Wootery · · Score: 1
      • * Instant messaging with good media support, with one or with multiple other people
      • * Tracking of events
      • * Open-group and closed-group discussions (for clubs, societies, etc)
      • * Sharing life events, photo albums, etc
      • * Polished interface on both mobile and desktop platforms
      • * Wide existing user-base
      • * All of it in one place

      It's not that this stuff can't be done with web forums+email+SMS, but that Facebook does it all, and does it with a smooth UI.

    9. Re:ha ha, jokes on them by LifesABeach · · Score: 1

      No princess, I do not mean, "you are analysis."

  2. LOL by Anonymous Coward · · Score: 1

    Tech site slashdot rendered in 1990's style due to "the cloud" hosting service using a test certificate. Oh the irony:

    a.fsdn.com uses an invalid security certificate.

    The certificate is only valid for *.test.edgekey.net

  3. Targeting teens to sell healthy living services? by JoeyRox · · Score: 1

    Lock them in jail and throw away the key.

  4. Targeted Advertising Epidemic by pr0fessor · · Score: 2

    The next headline will be "Target Advertising Causes Teen Bulimia Epidemic".

    1. Re:Targeted Advertising Epidemic by dgatwood · · Score: 1

      The next headline will be "Target Advertising Causes Teen Bulimia Epidemic".

      Or worse, "Ill-timed handgun advertising causes 1500% increase in school shootings."

      It isn't even hard to think of ways that this could be abused. Actually, it's rather hard to think of any use of this that isn't abuse, other than perhaps anti-bullying/anti-depression/suicide hotline PSAs. Pretty much any commercial use of that particular option falls so far on the evil side of the line that I can't imagine what sort of engineers would be sleazy enough to implement it. I feel icky just thinking about it....

      --

      Check out my sci-fi/humor trilogy at PatriotsBooks.

    2. Re:Targeted Advertising Epidemic by pr0fessor · · Score: 1

      The thing about targeted advertising is it's persistence, if you buy or shop for something online then you will start seeing ads for it on every site you visit unless you have an ad blocker. ads for antidepressants and suicide hotlines popping up all over may not have the desired effect

  5. One weird trick to secure your teen! by GungaDan · · Score: 2

    Disable broadcast of your teen's SSID. Removing wifi access to your teen altogether provides even stronger security.

    --
    Eloi are stupid, throw morlocks at them!
    1. Re:One weird trick to secure your teen! by gweihir · · Score: 1

      Great idea! And then do other things to make them entirely unfit for life, like no sex-ed, give some utterly stupid religious beliefs, limit their education in general, etc.

      --
      Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
    2. Re:One weird trick to secure your teen! by networkBoy · · Score: 1

      Actually, limiting their access to unrestricted (and often hostile) media is healthy.
      Restricting their access to critical thought and sex-ed leads to lifelong problems.

      As to TFA,
      I find it both highly interesting and highly disturbing that they are targeting particularly vulnerable minors. I think the disturbing part is self explanatory, but what if the same algos were made available for free to NIH (in the US, not sure what the equivalent in AU is) and those ad slots were filled with positive messages, stories about how to cope, and other tools that teens could *actually* use? It's still non-specific as far as person ID so no HIPPA (US Again) law violations, and I believe FB could write off the slots used against comparable ad's revenue.

      I *bet* if this was done well, done right, we would see a statistically noticeable drop in teen suicide and self harm, possibly in teen violence and bullying, and hopefully in substance abuse.*

      *This is not a war on drugs thing, it's a "their brain is still growing, don't fuck it up with meth/booze/coke" thing. Once they're at age of maturity I care a lot less what they do.

      --
      whois gawk date unzip strip find touch finger mount join nice man top fsck grep eject more yes exit umount sleep dump
    3. Re:One weird trick to secure your teen! by ShanghaiBill · · Score: 1

      By the time they are teens they should be making most of their own decisions, so that when they are adults they are capable of managing their own lives. When my daughter was 8, I used parental controls. When she was 13, I turned it off. She was ready to see reality unfiltered. Sure, she was upset the first time she saw a video of a cat being tortured, but she also learned that there are some very bad people out there.

    4. Re:One weird trick to secure your teen! by gweihir · · Score: 1

      Well, yes, I do agree to that. I do not think it is really doable though.

      --
      Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
    5. Re:One weird trick to secure your teen! by CrimsonAvenger · · Score: 1

      Actually, limiting their access to unrestricted (and often hostile) media is healthy.
      Restricting their access to critical thought and sex-ed leads to lifelong problems.

      So, deciding for them what media they should access (thus limiting their need for critical thought) is good, but denying them critical thought is bad?

      --

      "I do not agree with what you say, but I will defend to the death your right to say it"
    6. Re:One weird trick to secure your teen! by networkBoy · · Score: 2

      To some extent, yes.
      Kids' minds are still developing, their capacity to handle some of the unfiltered bullshit on the internet is limited by hormones, experience, etc.
      The "walled garden" approach to life is not a bad thing, as long as the walls are allowed to expand reasonably and not forever remain a tiny cell (which would stunt growth). It's the mental information processing equivalent of keeping them in the shallow side of the pool while learning to swim when you're not there with them, going into the deep end only with someone there to help them out if (when) they get in trouble.

      As a parent of a 'tween' girl it is something I struggle with deeply. The constant battle of trying to be a good *parent* and giving her safe, yet still challenging limits (letting the walls of the garden expand) and being that overly protective, grab my shotgun "dad" that wants to keep those walls close and tight to keep everything bad away. Intellectually I know that's horrible for her development as a human being, but that doesn't mean I don't feel the desire to do it anyway.

      One of the hardest things to do as a parent is to watch your kid set themselves up for a failure and do nothing, knowing that it's gonna hurt, but they'll learn so much more than if you interceded and bailed them out.

      --
      whois gawk date unzip strip find touch finger mount join nice man top fsck grep eject more yes exit umount sleep dump
    7. Re:One weird trick to secure your teen! by 110010001000 · · Score: 1

      Is this the same daughter who makes money creating fake Amazon reviews? A real winner.

    8. Re:One weird trick to secure your teen! by Dissenter · · Score: 1

      Fellow parent here and I agree. Another good example is gaming. I love counter-strike. I have for almost half of my life, to be honest, but I'm not letting my son play it at this point. Why? Not because there are guns and violence. It's because of the toxicity and language of the other kids that are playing. He's asked me many times if he can play and, just like League of Legends I say no. These communities, just like many social networks, are simply not conducive to healthy psychological development.

      --

      Dissenter
      "There is no knowledge that is not power."

  6. its called optimization by zlives · · Score: 1

    so facebook helps its consumers with optimizing their usage of its product... why is this an issue?

    1. Re:its called optimization by bluefoxlucid · · Score: 2

      Because somebody probably envisioned identifying teens sliding toward depression and advertising things at them like study groups, social activities, or other sorts of stuff surmised to help prevent teen suicide and whatnot; and a bunch of other people probably didn't think much of it, thus opening the door to allow marketers to target teens who are likely to do certain things on an impulse.

      People in vulnerable emotional states are easily-influenced. Identifying these states is good; using them to manipulate people into exchanges which typically benefit you more than them enough that they tend to avoid said exchanges is bad.

    2. Re:its called optimization by gweihir · · Score: 2

      Because targeting the weak is something only the truly immoral do? That you even have to ask is showing a significant problem on your side.

      --
      Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
    3. Re:its called optimization by Zocalo · · Score: 1

      thus opening the door to allow marketers to target teens who are likely to do certain things on an impulse.

      Perhaps not a demographic Gillette ought to be targetting then?

      --
      UNIX? They're not even circumcised! Savages!
    4. Re:its called optimization by zlives · · Score: 1

      FB the corporation and its customer corporations are not dealing with moral issues of their products, purely trying to maximize the profit motive.

      as much as I personally may despise FB and thus refuse to become its product, the Product is willingly and knowingly presenting itself to slaughter.

         

    5. Re:its called optimization by chihowa · · Score: 3, Insightful

      This isn't the result of some abstract optimizing algorithm (yet). A person, or several people, in various marketing departments specifically decided to target insecure minors in order to increase their companies' profits (ostensibly because they are more easily manipulated).

      You can claim it's incorrect to attribute motives and morality to corporations and be technically correct (the best kind of correct), but the individual decision makers in the companies don't get off the hook so easily.

      --
      If you want a vision of the future, imagine a youtube comments section scrolling - forever.
    6. Re:its called optimization by zlives · · Score: 1

      i guess they could feel a moral conflict and thus depression and then perhaps get targeted by their version of therapy providers in similar vein.
      chance are though no one looks back until they have to, or are forced to, until that time its fun with all the cash hey are pocketing :)

    7. Re: its called optimization by ACE209 · · Score: 1

      Advertising is not designed to instantly make you buy their shit.

      It's more about getting your product name out there and building reputation.

      How many products do you buy, not because they are of the best price or quality, but because it is a known brand?

      --
      "we are all atheists about most of the gods that societies have ever believed in. Some of us just go one god further."
    8. Re:its called optimization by sjames · · Score: 1

      Because pimping children is bad!

    9. Re:its called optimization by sjames · · Score: 1

      Avoiding thought of ethics doesn't absolve you of responsibility. Why not rob a liquor store while avoiding all thoughts of law, morals, or ethics and see what a judge thinks of that?

    10. Re:its called optimization by gweihir · · Score: 1

      And that is just the point. For the foreseeable future it will always be humans that make such decisions. And they can and must be held to moral standards.

      --
      Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
    11. Re:its called optimization by gweihir · · Score: 1

      Indeed. As soon as you are faced with a decision that has ethics aspects, you are making a choice that involves ethics, even if you refuse to acknowledge that aspect. And as soon as you react to this decision in any way that has an impact on others, you have an ethical responsibility for the outcome.

      --
      Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
  7. Sounds good by Anonymous Coward · · Score: 1

    That way counseling and help groups like boystown hotline can be exposed to the right group of people.

    1. Re:Sounds good by Thud457 · · Score: 1, Insightful

      pregnant teens -> right to life misinformation services
      gay teens -> Mike Pence's school for wayward boys
      &etc...

      no, I see no possible problem there...

      --

      the preceding comment is my own and in no way reflects the opinion of the Joint Chiefs of Staff

  8. Are there any other kind of teen? by ameline · · Score: 1

    Or do they have a measure of just how insecure or damaged a person is? (That probably requires many axis)

    They probably use celebrities as canonical examples;

    How Damaged on a scale of 0 to 1.0 Lindsay Lohans
    How much drugs abused on a scale of 0 to 1.0 Keith Richards (anything over 0.3 on that scale would kill the average human)
    etc... :-)

    Considerable amusement awaits when defining other measures :-)

    --
    Ian Ameline
  9. Yes, despicable, but why is this surprising? by gweihir · · Score: 1

    I mean, these people are in the advertising business, it does not get much more exploitative than that. The only surprise (maybe) is that they were stupid enough to get caught.

    --
    Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
  10. Re:Devils advocate by gweihir · · Score: 1

    And what (obviously hypothetical) product could "remove the teens problem"? I think you are either stupid or a paid shill.

    --
    Most ACs are not even worth the keystrokes to insult them. Be generically insulted by this and ignored otherwise.
  11. Facebook by fluffernutter · · Score: 1

    ? I thought it was clear that this is how Facebook makes money. Too late to stop it now.

    --
    Laws are rules for the court, but merely a bottom bar to hit for life. Think beyond laws in your actions always.
  12. Re:Devils advocate by fluffernutter · · Score: 1

    Lol, that's some glass-is-half-full thinking!

    --
    Laws are rules for the court, but merely a bottom bar to hit for life. Think beyond laws in your actions always.
  13. Sturdy rope by jediborg · · Score: 1

    "Sturdy Rope, guaranteed to not break!" advertised to teens that are feeling depressed, along with 'low fat yogurt' ads just in case they decide NOT to kill themselves.

  14. Worst thing you can say by 110010001000 · · Score: 4, Interesting

    "you can do anything and be anything in life". No you can't. It is the worst lie to tell a child.

    1. Re:Worst thing you can say by avandesande · · Score: 2

      Getting them to want to do something is the hard part.

      --
      love is just extroverted narcissism
    2. Re:Worst thing you can say by Gr8Apes · · Score: 1

      You absolutely can try to be anything in life. To succeed and "be" is a different thing. You can try, however, and should aspire to whatever you think you want to be. To get a child to aspire to things is the thing. If you tell them they will get it for nothing, well, then you've failed as a parent.

      --
      The cesspool just got a check and balance.
    3. Re:Worst thing you can say by n329619 · · Score: 1

      "you can almost do anything and be anything in life".

      FTFY. Now it's not a lie. Also tell them to stop mowing down my lawn. Just because they can doesn't mean they should.

    4. Re:Worst thing you can say by 110010001000 · · Score: 1

      No. That is the problem. You can never be Usain Bolt no matter how hard you train. It is genetics. 98% of sprinters are from descendants from West Africa. Thanks for proving my point.

    5. Re:Worst thing you can say by 110010001000 · · Score: 1

      I didn't say "try".

    6. Re:Worst thing you can say by 110010001000 · · Score: 1

      You missed the point. You cannot be good at everything and be anything you want. Go try to be the fastest sprinter in the world. I'll wait.

    7. Re:Worst thing you can say by Gr8Apes · · Score: 1

      I attempted this round not to slam the "entitled" millennials, so I recast your statement as "try" which you absolutely should tell a child.

      --
      The cesspool just got a check and balance.
  15. Re:Devils advocate by avandesande · · Score: 2

    Large bottles of tylenol?

    --
    love is just extroverted narcissism
  16. Facebook would sell their grandmother for a buck. by WCMI92 · · Score: 2

    Which is all you need to know to know that your children should not be anywhere near it!

    --
    Corporatism != Free Market
  17. Re:Targeting teens to sell healthy living services by ShanghaiBill · · Score: 1

    Because there's no chance that advertisers, paragons of virtue that they are, would target teenagers with a the same deluge of spam

    The whole point of targeted advertising is to deliver ads that the recipient is actually interested in. That is pretty much the opposite of "spamming". The reality of social media is that it is ad supported, and if you are going to be seeing ads anyway, targeted ads are better than the alternative.

  18. Devil's advocate indeed, but Vic's Secret does by raymorris · · Score: 1

    Certainly some products don't solve the problem they are designed to address, at least not long term. Some ads arw obviously shams. Others most certainly do solve the problem. Obvious example - cars actually solve transportation needs.

    Here we are talking about *feelings*. Someone wants to *feel* better. Well that's often pretty easy, at least in the short term. Just yesterday a friend was feeling fat and ugly. She bought something at Victoria's Secret which helped her feel beautiful and attractive. Just with Victoria's Secret alone witnessed that at least three different times. She's feeling unattractive, she gets something she likes from VS, then she feels attractive, then she shows me how attractive she is in the new thing she bought.

    So it does solve the problem of feeling ugly and unattractive. At least short term. It can also start a longer-term chain reaction. She feels attractive in the new camisole, she shows him. He tells her she looks good, and *shows* her that she is sexy. Now she feels even more attractive. She wants more, so she does something else - maybe with whipped cream. He finds that attractive amd expresses his appreciation for her ... the cycle continues.

    And then there are of course the scams too.

  19. BRB, door by Hognoxious · · Score: 1

    Can it tell which ones are feeling horny? Just asking.

    --
    Confucius say, "Find worm in apple - bad. Find half a worm - worse."
  20. Re:Targeting teens to sell healthy living services by Gr8Apes · · Score: 1

    The whole point of targeted advertising is to deliver ads that the recipient is actually interested in. That is pretty much the opposite of "spamming". The reality of social media is that it is ad supported, and if you are going to be seeing ads anyway, targeted ads are better than the alternative.

    The whole point of targeted advertising is to deliver ads to a "receptive" audience. It has absolutely nothing to do with things you're interested in. It's can we close a sale with this person. Teens feeling isolated and left out will be much more eager for our "Hi, mY name iS alexandria, Me just cum across your facebook page and think we common interests have. Cum visit me at https://xxx.pay.me.ru/"

    --
    The cesspool just got a check and balance.
  21. Re:Devils advocate by ShanghaiBill · · Score: 2

    And what (obviously hypothetical) product could "remove the teens problem"?

    1. Antidepressants
    2. Dark chocolate
    3. Pet adoption
    4. Social activities
    5. Razor blades

  22. Predatory by slashrio · · Score: 2

    That's what I call predatory advertising.
    I'm glad I'm not part of that stupid facebook abuse.

    --
    "Trump!!", the new Godwin.
  23. Re:Targeting teens to sell healthy living services by ShanghaiBill · · Score: 1

    Cum visit me at https://xxx.pay.me.ru/"

    Hey, that link doesn't work.

  24. Almost as if by GeekWithAKnife · · Score: 1


    ...when you help foster critical thinking and mature attitudes in teens you won't need to care what specific greedy corporation or social spying network came up with.

    It's up to parents to counteract this crap. Women have consumed "fashion" magazines for decades and it has mostly caused them to doubt their own worth, looks etc. Men think they are immune but these days they are sculpting their eyebrows and trying to get a sixpack.

    Why? because advertisers know that a chimp without a stick and a can wants to be like that "successful" chimp with a stick and a can. Some ads sell success but others are more nefarious, they sell fear. "If you have blood when you brush you might have gum disease" *cue woman with missing teeth*

    Most adults end up buying shit they don't need because they cannot ignore ads. So teens and younger children are obviously less equipped to deal with any of it.

    Parents have to campaign against all ads targeting very young children and guidelines for ads targeting teens and young adults. This of course is the long hard route...easier is to cut crap out of your kids life and help them deal with the crap that's there.

    The last thing you want is your little girl secretly throwing up all her meals because of some fucking air brushed magazine bullshit and "thinspiration" sites or your boy getting roids cause he thinks a six pack is his life's mission. -or worse, finding out they have developed a serious drug habit...except how will you know if you do not get involved actively and find out everything your kid is up to? Trust them but verify.

    --
    A 'singular oddity' is an event that cannot be explained and only happens when you are alone.
  25. Targeting young audience not new for advertising by zifn4b · · Score: 1

    I love these articles like this is something new. Hello? Anyone remember the 80's and the advertising around sugary breakfast cereals? Cartoon characters were the main vehicle there. Buzz Bee Cheerios, Toucan Sam, Diggum the Frog. Oh and don't forget the hero of them all busting down that school brick wall to get kids to drink sugar water, KOOLAID man!

    American advertising is one of the most disgusting things on the planet. Someone who has serious brand marketing tell these people. Brands create relationships with kids because statistics show that when you get them young, they will be more likely to be lifelong loyal to your brand. The only way to stop this nonsense is to teach our kids to developer critical thinking skills and not to be easily manipulated by psychology using their emotions. When you don't give your power away and start thinking for yourself, they have NO POWER OVER YOU. Parents need to level up to be able to educate kids effectively about this.

    --
    We'll make great pets
  26. Re:Targeting young audience not new for advertisin by zifn4b · · Score: 1

    And by the way, this whole shaming people for not buying the right brand of this and that, it's a form of gas-lighting. Fuck those people.

    --
    We'll make great pets
  27. pfft by TimMD909 · · Score: 1

    An algorithm that only needs to check for any age under 21 is hardly groundbreaking.

  28. Re:Devils advocate by 91degrees · · Score: 1

    On one hand, yes, it can help.

    Downside is advertising often does not try to sell the solution but to promote the problem. E.g Spot creams advertise how awful spots are. Unless facebook has restrictions on the type of promotion, this could do more harm than good.

  29. Re:Targeting teens to sell healthy living services by bickerdyke · · Score: 1
    --
    bickerdyke
  30. Re:Targeting teens to sell healthy living services by sjames · · Score: 1

    In this case, Facebook plus the advertisers are using the same techniques as a typical child sex offender, just a different sense of fucking.

    The whole point of advertising is to deliver ads that will convince the recipient (for better or worse) to hand over money.

    One time honored technique among the sleezier advertisers is to attack the ego. Convince the person they are somehow defective and failing, then throw them a 'lifeline' that promises to make them somehow socially acceptable. These are the ones who need to find people who feel insecure.