A grieving mother has spoken out against Meta's targeted baby adverts, saying they are 'putting a cot in the living room' of bereaved families. Michelle Welsh's son passed away in 2020, and she claims that despite her bereavement status on social media, she continues to see targeted baby adverts on Facebook and Instagram. 'It's putting a cot in the living room of people who have just lost their child,' Welsh said in an interview. 'It's the last thing you want to see.'
Welsh's comments come as a growing number of people express concern over the sensitive nature of targeted advertising on social media platforms. While Meta's algorithms are designed to target users based on their interests and demographics, they can sometimes result in insensitive or triggering adverts appearing on users' feeds.
Meta's policies on sensitive content and targeting are in need of review, experts say. 'The issue here is not that Meta is intentionally trying to cause harm, but rather that their algorithms are not sophisticated enough to understand the complexities of human emotions,' said Dr Emma Barrett, a social media expert at the University of Oxford. 'We need to have a more nuanced approach to targeted advertising that takes into account users' emotional state and life events.'
The issue of sensitive content on social media is a complex one, with many people calling for greater regulation and accountability. While Meta has taken steps to address the issue, more needs to be done to protect vulnerable users.
Welsh's experience is a stark reminder of the need for greater sensitivity in targeted advertising. 'I just wish that people could understand that we're not in a happy place right now,' she said. 'We're still grieving, and seeing these adverts just makes it harder.'