Algorithm trap: Brands unknowingly fund crime through digital ads, experts warn

The digital advertising landscape has transformed dramatically, with social media platforms now dominating ad spending. Global digital ad expenditures surpassed $1 trillion in 2025, with a substantial three-quarters directed towards digital channels. Major platforms like Meta, Google, TikTok, and YouTube are capturing significant portions of this revenue, with Meta and Google alone projected to earn hundreds of billions of dollars annually.

This shift has led brands to move away from traditional advertising spaces and embrace platforms such as Instagram, Facebook, YouTube, and TikTok. However, this transition introduces a new peril: the "algorithm trap." Algorithms designed to maximize user engagement often promote content that generates strong reactions, including anger, fear, shock, and scandal. Consequently, advertisements from legitimate brands can inadvertently be displayed alongside criminal, violent, fraudulent, or sexually explicit material.

Brands often lack complete control over the precise context in which their advertisements appear. The economic model of these platforms incentivizes users to remain engaged for longer periods, which increases ad impressions and revenue. This creates a problematic cycle where harmful content, by generating higher engagement, leads to greater distribution and, subsequently, more advertising revenue, potentially funding illicit activities.

Experts like Prof. Dr. Ali Murat Kırık from Marmara University's Faculty of Communication highlight the risks, particularly for children and young people, whose algorithmic feeds may expose them to dangerous content. Furthermore, criminal organizations exploit these platforms for propaganda, recruitment, and operational activities. The core question remains: Is advertising money, without the advertiser's knowledge or consent, contributing to the financing of a harmful digital ecosystem?

“

Is advertising money, without the advertiser's knowledge and consent, contributing to the financing of a harmful/criminal digital ecosystem?