Topic analysis

Meta's targeted baby ads are like 'a cot in your front room', say grieving parents

Newly appointed UK maternity adviser Michelle Welsh, alongside bereaved parents and leading baby loss charities, has urged Meta to meet affected families and refine its ad targeting systems after a BBC investigation revealed parents who suffered miscarriages or stillbirths were repeatedly shown distressing baby and maternity ads. Meta has acknowledged the issue, stating it's working to improve ad delivery sensitivity, though grieving families report existing opt-out options are ineffective.