Identifying User Needs for Advertising Controls on Facebook

We conducted an online survey and remote usability study to explore user needs related to advertising controls on Facebook and determine how well existing controls align with these needs. Our survey results highlight a range of user objectives related to controlling Facebook ads, including being able to select what ad topics are shown or what personal information is used in ad targeting. Some objectives are achievable with Facebook's existing controls, but participants seemed to be unaware of them, suggesting issues of discoverability. In our remote usability study, participants noted areas in which the usability of Facebook's advertising controls could be improved, including the location, layout, and explanation of controls. Additionally, we found that users could be categorized into four groups based on their privacy concerns related to Facebook's data collection practices, objectives for controlling their ad experience, and willingness to engage with advertising controls. Our findings provide a set of user requirements for advertising controls, applicable to Facebook as well as other platforms, that would better align such controls with users' needs and expectations.