Facebook’s coronavirus ads have primarily promoted groups, focused on feel-good subjects including cheering the frontline, or sewing face masks, or parenting under quarantine.
A commercial for Facebook that ran on national TV promoting its group feature in the time of the coronavirus pulls at the heartstrings.
A Facebook spokesperson said the images, which included photos of Toronto grocery workers and nurse anesthetists in Tampa, Florida, had been licensed. Adeel Khan, whose husband and her son were featured in the commercial, said a marketing company paid them “not much at all” to license the photo, but she had no idea it would be used in a Facebook ad.
In a statement, a Facebook spokesperson said,"Our goal was to show support for frontline health workers by featuring the outpouring we've seen for them on Facebook. To work within the constraints of Covid-19, we consulted with the group's admin and used content that mirrors real activity happening in this Facebook Group."
But, some say there remains a line between ads that play on viewers' emotions and those that are deceptive. Erin Schauster, an assistant professor at University of Colorado Boulder’s College of Media, Communication and Information, said that the lack of disclosures in Facebook's ad are problematic.
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