The report, based on interviews with 10 decision-makers and charity employees responsible for fundraising, found that the act of charitable giving is highly personal and often a reflection of a personal cause or concern. An individual donating to a cancer research charity, for example, may have been personally affected by the disease. While no evidence of wrongdoing has been found, according to Demos it would be technically possible for an insurance company to exclude users from their advertising based on data indicating a hereditary illness.
Facebook does not permit exclusionary advertising based on stated health conditions. However, Demos found that health characteristics could be inferred from the names of charitable causes, and that these causes can currently be excluded in targeting.