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Meta whistleblower Sarah Wynn-Williams says company targeted ads at teens based on their ‘emotional state’
Key Excerpts from Article on Website of Tech Crunch
Posted: October 10th, 2025
https://techcrunch.com/2025/04/09/meta-whistleblower-sarah-w...
Meta whistleblower Sarah Wynn-Williams, the former director of Global Public Policy for Facebook and author of the recently released tell-all book “Careless People,” told U.S. senators ... that Meta actively targeted teens with advertisements based on their emotional state. In response to a question from Sen. Marsha Blackburn (R-TN), Wynn-Williams admitted that Meta (which was then known as Facebook) had targeted 13- to 17-year-olds with ads when they were feeling down or depressed. “It could identify when they were feeling worthless or helpless or like a failure, and [Meta] would take that information and share it with advertisers,” Wynn-Williams told the senators on the subcommittee for crime and terrorism. “Advertisers understand that when people don’t feel good about themselves, it’s often a good time to pitch a product — people are more likely to buy something.” She said the company was letting advertisers know when the teens were depressed so they could be served an ad at the best time. As an example, she suggested that if a teen girl deleted a selfie, advertisers might see that as a good time to sell her a beauty product as she may not be feeling great about her appearance. They also targeted teens with ads for weight loss when young girls had concerns around body confidence. If Meta was willing to target teens based on their emotional states, it stands to reason they’d do the same to adults. One document displayed during the hearing showed an example of just that.
Note: Facebook hid its own internal research for years showing that Instagram worsened body image issues, revealing that 13% of British teenage girls reported more frequent suicidal thoughts after using the app. For more along these lines, read our concise summaries of news articles on Big Tech and mental health.
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