Meta's targeted baby ads are like 'a cot in your front room', say grieving parents
Summary
The UK Labour MP Michelle Welsh and baby loss charities have asked Meta, the owner of Facebook and Instagram, to meet families affected by pregnancy loss who keep seeing baby-related ads on these platforms. Meta acknowledged the issue and said it is working to improve how it shows ads to avoid upsetting users who have experienced miscarriage or stillbirth.Key Facts
- Families who lost babies reported seeing pregnancy and baby product ads on Facebook and Instagram after their loss.
- Michelle Welsh, a Labour MP and new government maternity adviser, wrote to Meta on May 26 asking for a meeting and changes to ad targeting.
- Meta admitted its ad systems are imperfect and said it is trying to improve ad sensitivity and accuracy.
- The letter urging Meta to act is supported by several baby loss charities and medical organizations.
- Many grieving parents feel these ads cause extra pain and distress after their baby loss.
- Welsh has personal experience with maternity service problems and is part of a major NHS maternity review involving 2,500 families.
- Some users tried blocking keywords or unfollowing pages, but still got targeted ads.
- One mother started a petition with over 400 signatures demanding social media companies be held accountable for insensitive ad targeting.
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