Social media algorithms use user data for targeted ads and e-commerce, posing privacy risks despite regulations.
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Social media platforms function as powerful search engines that track user behavior—from viewing videos to making purchases—to create highly personalized advertising profiles, effectively turning feeds into customized showcases where privacy is compromised. Social commerce has grown exponentially by moving beyond traditional demographic targeting to real-time behavioral segmentation based on minute engagement metrics like watch time and shares. Platforms like TikTok Shop are revolutionizing e-commerce by dominating the “discovery” phase of shopping, unlike Amazon which focuses on fulfilling known needs. These platforms operate using a “addictive pattern model,” monetizing user attention through data collection for advertisers while optimizing content to maximize user engagement. While European regulations like GDPR and DSA aim to increase transparency and give users control over their data, issues persist because the organic nature of social media makes real-time oversight difficult. Experts warn that users often unknowingly consent to extensive data collection, making digital literacy crucial for protecting oneself against risks such as hidden advertising, fraud, and privacy breaches.
