Meta whistleblower Sarah Wynn-Williams , the ex-Director of Global Public Policy at Facebook and writer of the newly published memoir “ Careless People, stated to U.S. senators during her testimony on Wednesday that Meta specifically aimed advertisements at teenagers depending on their emotional condition.
The assertion was initially recorded by Wynn-Williams in her publication, detailing her tenure at Facebook and the "reckless" lack of concern shown by its highest-ranking officials—such as CEO Mark Zuckerberg and ex-COO Sheryl Sandberg—regarding the immense influence held by the technology firm globally and its potential for causing damage.
Although the emphasis of Wednesday’s hearing was primarily based on Meta’s interactions with China And considering how it might have misstated its intentions during previous Congressional hearings, the senators were particularly eager to inquire about Instagram as well, given that the social media platform had has been the focus of previous congressional inquiries into the harms caused by Meta to children as far back as 2021.
Responding to a query from Senator Marsha Blackburn (R-TN), Wynn-Williams conceded that Meta (formerly known as Facebook) had directed advertisements at 13-to 17-year-olds during moments when they felt low or depressed.
"It could detect moments when they felt insignificant, powerless, or unsuccessful, and Meta would use this data to share with advertisers," Wynn-Williams informed the senators during the discussion. subcommittee on crime and terror Within the Judiciary Committee, it was stated, "Advertisers recognize that when individuals aren't feeling positive about themselves, it tends to be an opportune moment to promote a product—people become more inclined to make a purchase."
She mentioned that the firm informed marketers whenever teenagers experienced depression, allowing them to show relevant advertisements during optimal moments. For instance, she proposed that after a teenage girl removed a selfie, advertisers could interpret this as a suitable opportunity to offer her cosmetics since she might feel insecure about how she looks. Additionally, according to Wynn-Williams, these companies aimed specific ads promoting weight loss at adolescent females who expressed worries regarding their physical self-assurance.
She stated that Meta knew users between the ages of 13 and 17 constituted a susceptible yet "highly valuable" group for marketers, and this motivated their approach.
Actually, she mentioned that a business leader at the firm told her Facebook was conscious of having "the most valuable demographic for advertisers," which includes teenagers. The executive suggested that Meta ought to proudly proclaim this fact far and wide.
At the time, Wynn-Williams had pointed out to the executive that a trillion-dollar corporation did not lack funds and shouldn’t have needed to pursue this path just to increase its wealth slightly.
If Meta was ready to target teenagers according to their emotional conditions, it makes sense that they would do the same for adults. Indeed, one document shown at the hearing provided an instance of this exact practice.
In a snapshot from an internal conversation, a Facebook policy director queried whether it was accurate that the company had conducted studies on young mothers and their emotional well-being. Another individual confirmed this with a lighthearted remark, suggesting they might check with their "reportedly ethically compromised coworkers" about similar investigations underway.
Enhancing the vibrancy of her remarks, Wynn-Williams additionally pointed out that she was struck by the number of Silicon Valley executives who did not allow their own children to use the very products they developed.
Wynn-Williams stated, "I might ask, 'Has your adolescent tried our upcoming product?' And they respond, 'We do not permit our teens on Facebook.' Or, 'Our child isn’t on Instagram,'" these executives…they understand. They recognize the damage this product can cause. They refrain from letting their own adolescents use the items produced by Meta. This duplicity exists at all levels."
In a corporate announcement, Meta refuted the accusations presented in Wynn-Williams' testimony, describing them as "unconnected to reality and filled with inaccurate assertions."