In the news feed of Facebook appear advertisement in large amounts which represent the main way the social network earns tens of billions of dollars each year. Whatever the categories to which they belong, the advertisements must respect certain rules including that of not referring to products or contents prohibited to minors, but some pages manage to pass the checks of the site while breaking the rules. Of these, a series of advertisements in particular circulate in part on user pages, indirectly and subtly advertising what will later turn out to be pages of graphic content for adults.
The page showing the ads is that of Toomics, a South Korean portal specializing in the mass production of webtoon. This particular type of comic has recurring characteristics, such as an oriental graphic style (the genre originated in South Korea) and stories that develop in long vertical stripes designed to be scrolled with the finger on the smartphone screen. ; for the rest however the topics covered are the most varied, including those potentially less suitable for minors. The problem is, Toomics, to promote itself to its Facebook users, decided to use one of these stories, the implications of which are definitely a red light.
In reality, the ads that appear in users’ Facebook News Feed are not particularly self-explanatory. Probably so as not to clash with the work of social moderators, the anticipatory caricatures that appear in advertisements they only vaguely suggest the presence of a developmental history for adults; who sees the ad and is interested in it, can click on the link that leads directly to the Toomics portal where the story begins with a preamble without sexual references. After the introduction, the page asks the user for confirmation her age and then bring her to the extended version of the same story in which the background develops. It is this barrier that probably saves Toomics from the accusation of advertising pornographic content directly on Facebook, but in fact those who visit the advertised links are just a few clicks away from a story whose content could be considered inappropriate for minors.
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