Title:	Social media advertising for clinical studies: Ethical and data protection implications of online targeting
Authors:	Mühlhoff, Rainer Willem, Theresa
ORCID of the author:	https://orcid.org/0000-0001-7643-8816 https://orcid.org/0000-0002-3936-9919
Abstract:	Social media advertising has revolutionised the advertising world by providing data-driven targeting methods. One area where social media advertising is just gaining a foothold is in the recruitment of clinical study participants. Here, as everywhere, social media advertising promises more yield per money spent because the technology can better reach highly specialised groups. In this article, we point out severe societal risks posed by advertising for clinical studies on social media. We show that social media advertising for clinical studies in many cases violates the privacy of individual users (R1), creates collective privacy risks by helping platform companies train predictive models of medical information that can be applied to all their users (R2), exploits the weaknesses of existing guidelines in (biomedical) research ethics (R3) and is detrimental to the quality of (biomedical) research (R4). We argue that the well-intentioned promises, which are often associated with the use of social media advertising for clinical studies, are untenable from a balanced point of view. Consequently, we call for updates of research ethics guidelines and better regulation of Big Data and inferential analytics. We conclude that social media advertising – especially with vulnerable patient populations – is not suitable as a recruitment tool for clinical studies as long as the processing of (even anonymised) social media usage data and the training of predictive models by data analytics and artificial intelligence companies is not sufficiently regulated.
Citations:	Mühlhoff, R., & Willem, T. (2023). Social media advertising for clinical studies: Ethical and data protection implications of online targeting. Big Data & Society, 10(1).
URL:	https://doi.org/10.48693/483 https://osnadocs.ub.uni-osnabrueck.de/handle/ds-2024021210589
Subject Keywords:	Targeted advertising; clinical studies; predictive analytics; data ethics; data protection and privacy; biomedical research ethics
Issue Date:	21-Feb-2023
License name:	Attribution 4.0 International
License url:	http://creativecommons.org/licenses/by/4.0/
Type of publication:	Einzelbeitrag in einer wissenschaftlichen Zeitschrift [Article]
Appears in Collections:	FB08 - Hochschulschriften Open-Access-Publikationsfonds

This item is licensed under a Creative Commons License