I. Extended Abstract
Pregnancy loss, which occurs in one in four pregnancies, is a traumatic experience, impacting women's personal and social lives profoundly. Women who have suffered pregnancy loss experience not only increased risks of anxiety and depression but also face substantial social difficulties. Moreover, the aftermath can lead to social life distortion and isolation, forcing these women to find solace and support on social media platforms and anonymous online support groups.
However, 'intelligent' targeted advertising insensitively follows their digital footprints across various online platforms. Targeted advertising of baby products or maternity wear targets pregnant women immediately after a few relevant online searches or following the installation of a pregnancy-tracking app.
Industries and researchers have produced extensive work aimed at regulating the content and reach of advertising for the public's protection, focusing on ethical matters in controversial advertising, deception, representation, and advertising directed at vulnerable populations. However, none has specifically addressed the ethical issues that arise when pregnant women, particularly those who have experienced a loss, are targeted.
II. Ethical Issues of Targeted Advertising on Pregnant Women
During pregnancy, women often turn to online resources, pregnancy-tracking apps, and social media for pregnancy-related information. These platforms remain primary resources for women, even after experiencing a pregnancy loss or miscarriage.
The targeted advertising compounds the anxiety and difficulties arising during this period by featuring glowing, in-shape pregnant women or blissful pregnant mothers in immaculate, organized homes. These ads pop up immediately after installing a pregnancy tracking app or just a few internet searches on the topic. The constant influx of ads with recommendations for yoga classes, anti-stretchmarks body oils, and beautiful nurseries and baby products can exacerbate the emotional toll, particularly on women who've suffered a pregnancy loss. Meanwhile, these ads continue to pour in despite the marked change in search history.
Even though algorithms can pick up subtle cues about our lives, including aspects like ethnicity, religion, employment status, and even life events like marriages or pregnancies, their ethical implications, especially in sensitive cases like targeted ads for pregnant women, need serious evaluating.
Algorithms, as they trace, transform, and analyze data, raise several ethical concerns. Biased results, misguided evidence, and inconclusive evidence only scratch the surface of the problem. Additionally, the timeliness and reach of ads raise additional concerns, particularly in the context of women experiencing pregnancy complications or losses.
III. Conclusion and Future Work
In this blog post, we've discussed the ethical issues surrounding and the requirement for ethical algorithm design when it comes to targeted advertisements. If programmed ethically and sensibly, targeted ads can potentially become supportive tools – carefully curating relevant mental and physical care recommendations for women experiencing pregnancy loss. To achieve this, these algorithms must adapt and learn from changes and feedback – both direct and indirect–provided by users via their search histories and online activities.