Social media advertising strategies

A recent landmark case saw Facebook agreeing to stop targeting adverts at an individual user after they filed a lawsuit against Facebook’s parent company, Meta.

Tanya O’Carroll, who works in the tech policy and human rights sector, filed the case and has said it will open a “gateway” for other people wanting to stop the social media company from serving them adverts based on their demographics and interests.

As a result of the case, Meta is now looking into a paid, ad free service for Facebook users in the UK. Meta’s settlement of the case is the first example of the tech giant altering its ad practices in response to an individual objection.

Strategy Review

The case has got our social media experts talking and is relevant for all businesses and agencies that use targeted social advertising as part of their marketing mix. Should they now be changing the way they target consumers on social platforms? Whilst this may be slightly jumping the gun, social media managers should be discussing the impact of the case and considering their strategies.

This case, and similar cases in recent years, have resulted in a definite shift towards greater transparency and user control over digital adverts and this trend is set to continue. This move towards increased user control over the advertising they’re exposed to means it is likely that the availability of personal data will reduce in the coming months and years, making ad targeting less precise.

If you want to discuss the impact of recent cases and your social media strategy, contact Ruth Shearn on 07881 772960