The State of Advertising Psychedelics Online

In the vast expanse of the digital realm, where innovation meets regulation head-on, social media platforms like Meta (parent company of Facebook) find themselves in a relentless battle against the sale and advertisement of illegal substances. This complex issue involves the nuanced dance of algorithmic filtering, human moderation, and the ethical standards that these corporations strive to uphold. As the digital landscape evolves, so too does the cunning of those looking to exploit it, presenting a Sisyphean task for companies in their quest to safeguard the community.

At the heart of the controversy lies the reliance on machine learning and algorithms to sift through the gargantuan volume of content uploaded every minute. Originally, departments brimming with personnel were tasked with combing through the internet’s more nefarious corners. However, the sheer scale of content generation today means this is no longer feasible, leading to an increased dependency on automated systems for the initial filtration process. While these technological sentinels are adept at parsing through vast datasets, their lack of human nuance often results in educational content being unjustly removed, while overt advertisements for substances such as LSD and psilocybin sometimes slip through the cracks.

The efficacy of these algorithms came under scrutiny when a Canadian journalist successfully managed to have an advertisement for LSD approved on Facebook. This incident, later addressed by a Meta employee following the journalist’s inquiry, highlighted a glaring inconsistency in the platform’s moderation system. The National Post’s coverage of this event underscores a systemic issue within Facebook’s automated moderation, where an ad promoting the sale of LSD was initially deemed non-violative of Meta’s advertising policies, only to be removed upon further review.

Christopher McGrath, a senior manager at Deloitte Canada, experienced first-hand the algorithmic targeting that can occur when engaging with content related to the cannabis market. His research for a report on Canada’s black market for cannabis inadvertently triggered a flood of cannabis-related advertisements on Facebook, underscoring the platform’s challenge in distinguishing between illegal promotion and legitimate inquiry.

The economic model underpinning social media platforms, heavily reliant on advertising revenue, further complicates the issue. When mainstream advertisers pull back their spending, platforms may find themselves in a precarious position, potentially leading to less stringent scrutiny of the advertisements they accept. This dilemma is exacerbated by the ongoing decline in online advertising, forcing platforms to navigate the fine line between revenue generation and ethical advertising practices.

Facebook and Instagram have a storied history of grappling with the promotion of cannabis-related content, oscillating between enforcement waves and periods of more lenient regulation. Notably, a temporary ban on cannabis searches was instituted in 2018, aimed at curbing the sale of marijuana products through the network. This action, among others, reflects the platforms’ ongoing efforts to refine their policies in response to the dynamic landscape of online advertising and content regulation.

In response to these challenges, various jurisdictions have begun to introduce legislation aimed at curbing the online promotion of illegal drugs. In Canada, for example, new online harms legislation seeks to establish content guidelines and enforcement frameworks for social media platforms, holding tech companies accountable for failing to remove illegal drug advertisements. This approach underscores a growing recognition of the need for more robust regulatory mechanisms in the digital age.

As we navigate the complexities of online drug advertising, it becomes clear that the path forward requires a multifaceted approach, blending technological innovation with human insight and regulatory oversight. The digital dilemma faced by platforms like Meta underscores the broader challenges of governing the ever-expanding digital frontier. As society continues to grapple with these issues, the pursuit of a safe and ethical online environment remains a paramount concern, demanding ongoing vigilance, adaptation, and collaboration among all stakeholders involved.