Using Facebook as a case study, this report explores how social media platforms profile young people for advertising purposes, and highlights how out of step with community expectations this practice is. This research asked 400 young Facebook users what they thought of profiling for advertising, and found significant levels of discomfort. 

The report argues profiling for commercial advertising purposes should be curbed by stronger data protection regulations for under 18-year-olds, including a data code so that their data is only captured and processed in ways that are in their best interests. 

Key findings

• 78% of respondents said they were concerned about the volume of data that is collected about them online.
• Facebook often uses very personal data to create profiles, they are not particularly careful about what they allow advertisers to promote to them.
• Almost two thirds of respondents expressed disapproval of profiling for commercial advertising purposes, sharing negative emotional responses, calling it as wrong or invasive, or wanting better regulation to curb the practice.
• Respondents were particularly concerned about Facebook creating profiles based on interests in cigarettes, extreme weight loss, gambling and adult magazines.
• Only 2% of young people said they found profiling for commercial advertising helpful as it enabled them to connect with products they liked.