A mysterious European dating service drew attention to itself on Tuesday with Facebook advertisements using images of the late Rehtaeh Parsons to entice new clients.
The ads apparently began appearing in Facebook feeds for Canadians in the late afternoon.
But the social network apologized by evening and made it known that the advertiser had been banned within two hours of the first reports on the inappropriate photos — although no direct contact was ever made in the process of booking and cancelling the campaign that was arranged through a self-service tool.
The advertisements links users to ionechat.com — a matchmaking service. But the site is broken, asking people to pick a directory for Norway or Canadian users, which are poorly labelled as simply CA or NO.
Clicking on the Canadian directory leads users not to ionechat, but to b2.ca, another dating site that claims to have 34 million users.
B2 is registered in Luxembourg, but operates in 37 countries.
In turn, their employment link to work for the company leads to InSparx, another firm that specializes "running online dating services around the world."
Insparx lists their head offices in Germany.
With the strong European connections to the company and its subsidiary, it seemed unlikely that anyone associated with ionechat, b2 or Insparx intended to use Rehtaeh Parsons' image in their Facebook advertising, although that turned out to be the case.
None of these companies could be reached for comment on Tuesday by any media outlet.
Facebook also offers a service that allows photos gleaned from Facebook to be used as advertising images if the appropriate permissions are applied to the image. In the wake of Rehtaeh Parsons' death, her image was widely circulated and even used in other people's profile photos as a tribute or memorial.
The idea behind the service is that photos sourced locally are more likely to appeal to local audiences.
As Facebook notes in their Rights and Responsibilities note to users, under the "Advertising" heading:
You give us permission to use your name, profile picture, content, and information in connection with commercial, sponsored, or related content (such as a brand you like) served or enhanced by us. This means, for example, that you permit a business or other entity to pay us to display your name and/or profile picture with your content or information, without any compensation to you.
Facebook Canada spokesperson Meg Sinclair affirmed that the Rehtaeh picture had nothing to do with the use of algorithms.
Still, the coincidence with the recent roll-out of this new personalized advertising initiative from the social network was an unfortunate one.
Rehtaeh Parsons died following a suicide attempt in April after nearly two years of bullying following a sexual assault at a party. In August, two people were charged with child pornography for distributing images of the assault. One 18-year-old man faces two counts of distributing child pornography, while another 18-year-old man is charged with distributing and making child pornography.
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