Facebook has come under fire over revelations it is targeting potentially vulnerable youths who "need a confidence boost" to facilitate predatory advertising practices.
The allegation was revealed this morning by The Australian which obtained internal documents from the social media giant which reportedly show how Facebook can exploit the moods and insecurities of teenagers using the platform for the potential benefit of advertisers.
The confidential document dated this year detailed how by monitoring posts, comments and interactions on the site, Facebook can figure out when people as young as 14 feel "defeated", "overwhelmed", "stressed", "anxious", "nervous", "stupid", "silly", "useless", and a "failure".
Such information gathered through a system dubbed sentiment analysis could be used by advertisers to target young Facebook users when they are potentially more vulnerable.
While Google is the king of the online advertising world, Facebook is the other major player which dominates the industry worth about $80 billion last year.
But Facebook is not one to rest on its laurels.
The leaked document shows it has been honing the covert tools its uses to gain useful psychological insights on young Australian and New Zealanders in high school and tertiary education.
The social media services we use can derive immense insight and personal information about us and our moods from the way we use them, and arguably none is more fastidious in that regard than Facebook which harvests immense data on its users.
The secret document was put together by two Australian Facebook execs and includes information about when young people are likely to feel excited, reflective, as well as other emotions related to overcoming fears.
"Monday-Thursday is about building confidence; the weekend is for broadcasting achievements," the document said, according to the report.
Facebook did not return attempts by news.com.au to comment on the issue but was quick to issue an apology and told The Australian that it will conduct an investigation into the matter, admitting it was inappropriate to target young children in such a way.
"The data on which this research is based was aggregated and presented consistent with applicable privacy and legal protections, including the removal of any personally identifiable information," Facebook said in a statement issued to the newspaper.
However there is suggestion that the research could be in breach of Australian guidelines for advertising and marketing towards children.
The data on which this research is based was aggregated and presented consistent with applicable privacy and legal protections, including the removal of any personally identifiable information.
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Many commentators have suspected Facebook engaged in this sort of cynical exploitation of the data it gathers but the leaked document is scarce proof.
Mark Zuckerberg's company has not been shy about exploring ways it can manipulate the data it collects on users.
For one week in 2012, Facebook ran an experiment on some of its users in which it altered the algorithms it used determine which status updates appeared in the news feed of nearly 700,000 randomly selected users based on the post's emotional content.
Posts were determined to be either negative or positive and Facebook wanted to see if it could make the selected group sad by showing them more negative posts in their feed. It deemed it could.
The results were published in a scientific journal but Facebook was criticised by those concerned about the potential of the company to engage in social engineering for commercial benefit.
Facebook's Data Use Policy warns users that the company "may use the information we receive about you ... for internal operations, including troubleshooting, data analysis, testing, research and service improvement."
Currently information about your relationship status, location, age, number of friends and the manner and frequency with which you access the site is sold to advertisers. But according to the report, Facebook is also seeking to sell ads to users concerned with insights gleaned from posts such as those concerned with body confidence and losing weight.