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Ad Targeting is Great. Just Don't Be Insulting.


Remember, you're selling to real people.

I read an interesting and thoroughly entertaining article this morning from Washington Post staff writer Rachel Beckman. In it, she discusses how Facebook ads have basically been calling her fat and preying upon psychological "soft spots".

Facebook uses information that the user provides in their profile to display targeted advertisements, which in theory is a great way for an advertiser to reach the customers in its demographic. What Beckman points out, however, is that these ads can sometimes turn insulting.

Muffin Top?It is unclear what information contained within Beckman's profile indicated that she had a "Muffin Top" (the ad pictured at the right is what she was greeted with), but regardless of whether or not she actually has one, the ad is pretty downright insulting, especially when it is public knowledge that these ads are targeted.

She also notes that information on her profile indicating that she was engaged prompted her to receive ads about being too fat for her wedding day. That's pretty brutal.

They're People Too

Just as you want customers to think of your business in human terms, you should remember they are human as well, and have emotions. Do you really want to insult them with your ads?

Part of the blame in this particular scenario probably rests with Facebook, but the ads in general might not be the best way to go about attracting customers. In fact, Beckman even cites a document called "Common Ad Mistakes":

"Text may not single out an individual or degrade the viewer of the ad." It even gave an example of a diet ad that uses unacceptable language: "You're Fat. You don't have to be."

It is one thing to brand a need. It's another to call attention to a person's flaws (particularly ones that are commonly  associated with depression). This would not be as much of an issue if it was a commercial broadcast on television, aimed at no specific person, but this is singling out one woman and calling her fat. That's just in poor taste.

The creators of this ad probably didn't consider this to be an offensive ad, and on the surface, it's really not, but when implemented into a system like Facebook's targeting, it's pretty much the online equivalent of a street vendor yelling at a woman walking by on the sidewalk.

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About the author:
Chris is a content coordinator and staff writer for SmallBusinessNewz and the iEntry Network. Subscribe to SmallBusinessNewz RSS Feeds.

Comments

Insulting Ads...

I agree that the best way to advertise to people is with a product / service that they may find interesting but it does get quite insulting when you log into sites such as Facebook and are greeted with a list of ads that just make you want to retreat back to your bed!

It would be a lot nicer if it were more positive advertising rather that ads that pick on peoples 'psychological "soft spots"'.

I def agree that this type of advertising is in poor taste - i dont want to be reminded that my diet isnt working or that im single etc etc - I just want to catch up with my friends!!!

Strange thing to complain

Strange thing to complain about - why only attack onlione ads - given the fact that all media types use our fears and self image and the issues with it to get us to buy there products.

 

Besides one should be vigalant and if you don't want to see them use firefox and adblocker


Facebook Ads

It's amazing that the muffin top ad actually got approved. Ms Beckman probably should have talked to some of us advertisers who are trying to turn a profit with Facebook Ads. While the insulting ad Ms Beckman saw might have slipped through, it is far from the norm.

Facebook has been screwing advertisers with their insulting advertising guidelines and the ad editors who are interpreting them. Our frustration comes from trying to get ads approved these days. Facebook rejects nearly everything you throw at them unless is adheres to some very narrow criteria. Couple that with the fact that no two editors interpret guidelines the same and the Facebook Ad system turns into a joke. You can submit the exact same ads at different times of the day and have one editor disapprove it and the next one approve it.

There are even cases where advertisers spending more than $100k have had previously approved ads turned off without so much as an email or a phone call from FB. What media company in their right mind disses a $100k spender?

Us advertisers out here are beginning to wonder if Facebook really wants our money. Read this post on Facebook Ads outlining my frustrations.

Advertising ???

Who notices the ads anyway? Are the effective? I don't think so.

1 lawsuit

Hi
Great post.
I believe that after the first lawsuit against advertizer and facebook - no one will put such ads.

 

RE: lawsuit

Wouldn't be very surprising to see.

your name

Chris Crum how weird, my name is cristine crum, are you related to the Crums from Wiusconsin?

RE: your name

Heh. I don't think so, but it's possible on a distant level. My grandfather had a lot of brothers with a lot of kids that I've never met. Never heard any talk of anyone in Wisconsin though. Good name though :)

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