Social media company Twitter has issued an apology for allowing advertisements to be micro-targeted at certain users such as neo-Nazis, homophobes and other hate groups.
Twitter issued the apology after BBC discovered that the social media platform enabled advertisers to target hate groups, including neo-Nazis and homophobes. The BBC investigation found that it was possible to target ads to users who had shown an interest in keywords including "transphobic", "white supremacists" and "anti-gay".
Twitter currently allows ads to be directed at users who have posted about or searched for specific topics but it apologized for failing to exclude discriminatory terms. Anti-hate charities had raised the possibility that the platform could have been used to spread intolerance.
The problem with micro-targeting on Twitter
As with any other social media firms, Twitter generates detailed profiles of its users by collecting data on the things they post, like, watch and share. Advertisers can take advantage of these profiles by using tools to select their campaign audience from a list of characteristics, such as "parents of teenagers", or "amateur photographers".
They can also limit who will see the ads using keywords. Twitter gives the advertiser an idea of how many users could possible qualify from these restrictions.
While Twitter's keywords were ideally restricted, BBC discovered through tests that it was possible to advertise to people using the term "neo-Nazi". According to the ad tool, a potential audience of 67,000 to 81,000 people can be targeted in the UK using the keyword. Other offensive terms were also available.
Reaction from anti-hate groups
Anti-extremism charity Hope Not Hate said it is concerned that Twitter's ads could become a propaganda tool for the far-right.
Patrik Hermansson, the group's social media researcher, said: "I can see this being used to promote engagement and deepen the conviction of individuals who have indicated some or partial agreement with intolerant causes or ideas."
Daniel Magson, chairman of eating disorder charity Anorexia and Bulimia Care, pointed out: "I've been talking about my eating disorder on social media for a few years now and been targeted many times with adverts based on dietary supplements, weight loss supplements, spinal corrective surgery."
"It's quite triggering for me, and I'm campaigning to get it stopped through Parliament. So, it's great news that Twitter has now acted," Magson added.
