Leaked documents from Facebook's team in Australia allegedly show the social giant's ability to identify teens who feel "worthless," "useless," "stressed," "silly," "stupid," and "defeated" and then, at least in one case, help advertisers to target ads to them. The leaked documents, the subject of an article in an Australian newspaper, also detailed how advertisers could use Facebook's algorithms to find teens who were interested in "working out and losing weight" and promote health products. Facebook's team in Australia was reportedly looking to capitalize on the 6.4 million teens that use the social network in their geographic region. Facebook denied the allegations and called the article's premise "misleading".
"Facebook does not offer tools to target people based on their emotional state," the social network said in its official response on Sunday. "The analysis done by an Australian researcher was intended to help marketers understand how people express themselves on Facebook.” According to the response, the research results were never used to target ads and were based on data that was anonymous and aggregated. Critics, however, worry that the emotional state of those who use the social network may now become a new commodity to be bought and sold.