Negli Usa sono stati visualizzati milioni di volte e per mesi annunci pubblicitari su Facebook e Instagram contro la profilassi pre-esposizione (PrEP), ossia l’assunzione dei farmaci antiretroviarali Tenofovir/emtricitabina (noti sotto il nome di Truvada nella forma combinata) come mezzo di prevenzione dell’infezione da Hiv, indicata come dannosa alle ossa e ai reni nonché quale agente di lesioni personali da alcuni studi legali.
Il 30 dicembre, dopo la massiccia protesta di attivisti, medici e parlamentari, Facebook ha provveduto a disabilitare alcune pubblicità in quanto veicolo d’informazioni fuorvianti.
«Dopo attenta revisione – così Devon Kearns, portavoce di Fb, in una mail inviata ad agenzie e testate statunitensi – i nostri partner indipendenti hanno appurato che alcuni degli annunci in questione fuorviavano le persone sugli effetti del Truvada. Di conseguenza abbiamo rimosso gli annunci, che non potranno più essere pubblicati su Facebook».
Ricordando come il Tenofovir/emtricitabina sia stato considerato «altamente efficace» quale mezzo di prevenzione dell’Hiv e raccomandato dai Centers for Disease Control and Prevention (Cdc) – il principale istituto nazionale di sanità pubblica negli Stati Uniti –, quasi 70 associazioni Lgbtq avevano indirizzato, il 9 dicembre, una lettera aperta a Mark Zuckerberg per chiedere la rimozione delle pubblicità definite «un danno alla salute pubblica».
A sostegno di una tale campagna anche il governatore di New York, Andrew Cuomo, il senatore per lo Stato di New York Bob Mendez e la senatrice per il Massachusetts Elizabeth Warren, candidata alle primarie democratiche in vista delle presidenziali del 3 novembre 2020.
Facebook is allowing entities to target misleading and false ads about HIV prevention drugs to LGBTQ+ communities and others. This can have serious public health consequences. Facebook needs to put the safety of its users above its own advertising profits. https://t.co/J0TmEuqBuo
— Elizabeth Warren (@ewarren) December 10, 2019
Il risultato ottenuto ieri costituisce però solo un primo passo per Glaad, che ha invitato Facebook a rimuovere altri annunci similiari dalle sue piattaforme e a rivedere le sue politiche pubblicitarie.
In una nota, Sarah Kate Ellis, presidente e ceo di Glaad, ha rilevato come «la rimozione di annunci selezionati sia un primo passo importante. Ma ora è il momento per Facebook di agire su altri annunci molto simili che prendono di mira componenti a rischio della comunità con affermazioni fuorvianti e inesatte sulla PrEP e la prevenzione dell’Hiv.
La pervasività di questi annunci e il conseguente danno nel mondo reale dovrebbero spingere Facebook a riconsiderare ulteriormente come si possa ammettere che annunci ingannevoli e imprecisi vengano indirizzati a persone Lgbtq e ad altre comunità marginalizzate».
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