{"id":244334,"date":"2021-05-07T11:19:17","date_gmt":"2021-05-07T08:19:17","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-big-pharma-finds-sick-users-on-facebook\/"},"modified":"2021-05-07T11:19:17","modified_gmt":"2021-05-07T08:19:17","slug":"how-big-pharma-finds-sick-users-on-facebook","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-big-pharma-finds-sick-users-on-facebook\/","title":{"rendered":"#How Big Pharma finds sick users on Facebook"},"content":{"rendered":"

“#How Big Pharma finds sick users on Facebook<\/a><\/strong>”<\/p>\n

If you\u2019re a drug manufacturer looking for patients, one company has become a major destination in the past few years: Facebook.<\/p>\n

The social media giant, through its power to target users based on their interests, is especially attractive to pharmaceutical companies looking to sell drugs to potential patients. The Washington Post reported last year<\/a> that health and pharmaceutical companies spent almost $1\u00a0billion on just Facebook mobile ads in 2019. The draw? Unlike a traditional TV or radio ad, Facebook\u2019s ad categories help those companies target their drug ads at users who likely suffer from a specific illness the drug treats.<\/p>\n

And data from The Markup\u2019s Citizen Browser project\u2014which collects Facebook data from thousands of users\u2014shows how precise and wide-ranging that targeting is.<\/p>\n

Though Facebook does not offer advertisers categories that explicitly identify people\u2019s health conditions, The Markup identified dozens of ads for prescript<\/a>ion pharmaceuticals targeted at people with \u201cinterests\u201d in topics like \u201cbourbon,\u201d \u201coxygen,\u201d and \u201cDiabetes mellitus awareness.\u201d<\/p>\n

Indeed, The Markup found, \u201cawareness\u201d of a disease is a frequent proxy for illness in targeting decisions made by advertisers.<\/p>\n

Zejula, a drug manufactured by pharmaceutical giant GlaxoSmithKline, for example, is prescribed to treat advanced ovarian cancer. We found the drug targeted at users who Facebook determined had shown an interest in \u201ccancer awareness.\u201d<\/p>\n

Piqray, another cancer treatment, manufactured by Swiss company Novartis, was shown to users with an interest in \u201cNational Breast Cancer Awareness Month.\u201d Several drugs were targeted at either \u201cDiabetes mellitus awareness\u201d or \u201cDiabetes mellitus type 2 awareness.\u201d<\/p>\n

\u201cStroke awareness?\u201d Brilinta, from AstraZeneca. \u201cMultiple sclerosis awareness?\u201d Mayzent and Kesimpta, two other products from Novartis. \u201cChronic obstructive pulmonary disease awareness?\u201d Trelegy, another GSK product.<\/p>\n

We also found drugs targeted by close proxies for other health conditions.<\/p>\n

\"Ad
Credit: Facebook Ad Library<\/a><\/figcaption>
<\/a>Ad shown to users with an interest in \u201cgenetic disorder.\u201d<\/figcaption><\/figure>\n

Ads for Latuda, an antipsychotic from the company Sunovion used in the treatment of bipolar depression, were shown to users with an interest in the Depression and Bipolar Support Alliance, a nonprofit support group. We also found it targeted at users interested in therapy and the National Alliance on Mental Illness.<\/p>\n

Anoro, a GSK drug also used to treat chronic obstructive pulmonary disease, an inflammatory lung disease caused by emphysema and chronic bronchitis, was targeted at users interested in cigarettes, or just \u201coxygen.\u201d<\/p>\n

Ads for Nurtec, a Biohaven Pharmaceuticals product used for treating migraines, were targeted at users who showed an interest in the \u201cinternational classification of headache disorders,\u201d a medical scale of headaches.<\/p>\n

The cancer treatment Keytruda, from Merck, was targeted at an especially wide array of users, including those interested in the chemical industry, Corona beer, and bourbon.<\/p>\n

In at least one case, we found, the interest targeted was barely even a proxy. Syprine, a Bausch Health drug used to treat a rare genetic condition called Wilson\u2019s disease, was targeted at users who\u2019d signaled an interest in \u201cgenetic disorder.\u201d<\/p>\n

It\u2019s not clear exactly how Facebook decides that a person is interested in topics such as \u201coxygen\u201d or \u201cgenetic disorder.\u201d The company only places some very specific limits<\/a> on how users can target health conditions. Advertisers can\u2019t use \u201csensitive\u201d personal health data to target their ads, meaning a pharmacy, for example, couldn\u2019t upload a list of customers with a specific illness to market to them on Facebook.<\/p>\n

The company has also broadly defended its health privacy practices, releasing a statement in 2019 that said<\/a> that \u201cprivacy and safety are particularly important for people dealing with health conditions.\u201d<\/p>\n

\u201cWe do not use medical history to inform the interest categories we make available to advertisers,\u201d Facebook spokesperson Tom Channick said in a statement to The Markup. \u201cInstead, people are placed into interest categories based on their activity on Facebook, including the pages they like or the ads they click on.\u201d<\/p>\n

GSK, AstraZeneca, Bausch Health, Merck, Biohaven, and Sunovion, manufacturers of some of the drugs we saw ads for, didn\u2019t respond to requests for comment on their Facebook advertising practices. Jamie Bennett, a spokesperson for Novartis, said the company\u2019s \u201cgoal is to reach audiences where it matters\u201d and that it follows all regulations, both legal and those set by services like Facebook.<\/p>\n

The potential audience size for these ads can be massive. Facebook\u2019s ad-buying system says the number of users who have shown an interest in cancer awareness, for example, is nearly 203\u00a0million.<\/p>\n

Other categories are more narrow. Facebook\u2019s system said the audience for users with an interest in the depression and bipolar support alliance was a relatively slim 250,000 users.<\/p>\n

Kirsten Ostherr, director of the Medical Futures Lab at Rice University, said there are both practical and moral problems with advertising around such medical conditions. If a work colleague walks by your computer screen and sees a targeted ad for a lung cancer drug, for example, he or she could deduce you have the condition.<\/p>\n

\u201cEven if the advertiser doesn\u2019t know exactly who you are,\u201d Ostherr said, \u201cif these ads are popping up on your screens everywhere, that potentially exposes information about you.\u201d<\/p>\n

Beyond that, targeting products by surveilling the sick inherently exploits vulnerable users\u2019 privacy, Ostherr said.<\/p>\n

\u201cOne of the things that is most insidious about this to me is it\u2019s really targeting and exploiting people who are in this vulnerable state and who have found real benefit from online patient communities,\u201d she said.<\/p>\n

Legally, aside from providing a way for advertisers to disclose side effects, Facebook is under little obligation to shield its users\u2019 health information. The United States\u2019 health privacy law, the Health Insurance Portability and Accountability Act, or HIPAA, only applies to a handful of entities that directly deal with patient health information.<\/p>\n

Ostherr said the vagueness of Facebook\u2019s targeting could be a \u201clegally defensive maneuver\u201d protecting it from liability in the future by keeping them as distant from protected health data as possible.<\/p>\n

In 2016, a lawsuit filed against Facebook claimed that the company had unlawfully invaded users\u2019 privacy by tracking their visits to sensitive health-related websites. The suit<\/a> included a now-outdated list of health targeting options on Facebook, which included options like \u201ccardiac arrest,\u201d \u201crenal failure,\u201d and \u201cWest Nile virus.\u201d (Facebook denied the allegations, calling the suit \u201can attack on the way the Internet works<\/a>.\u201d)<\/p>\n

Courts have so far sided with Facebook<\/a> in the dispute, saying its users must agree to its advertising practices when they sign up for the service and that health information isn\u2019t necessarily more private than other types of data.<\/p>\n

But the data Facebook does have can be enormously sensitive, as some independent researchers have shown. In 2019, researchers from the University of Pennsylvania and Stony Brook University reported<\/a> that they were able to predict whether a Facebook user had any of 21\u00a0health conditions through language in status updates alone.<\/p>\n

Many patients may have looked to Facebook for community and help in the past year of pandemic-enforced isolation. When someone finds support for an illness on social media, Ostherr said, it\u2019s unlikely that the health data they\u2019re giving away is at the forefront of their minds.<\/p>\n

\u201cTheir priority really is not being tracked from one website to another,\u201d Ostherr said. \u201cTheir priority is surviving.\u201d<\/p>\n

This article by Colin Lecher was originally published on The Markup<\/a> and was republished under the Creative Commons Attribution-NonCommercial-NoDerivatives<\/a> license.<\/a><\/em><\/p>\n<\/div>\n