Spotminders ad breach puts covert tracking in regulators’ sights

A Facebook advertisement by Spotminders, an ultra-slim wallet tracker, has been found to breach advertising standards after a complaint raised concerns that the content depicted coercive control and non-consensual monitoring.

The ruling, handed down by the Ad Standards Community Panel, found the ad contravened multiple sections of the Australian Association of National Advertisers Code of Ethics.

Complaint over tracking without consent

The advertisement was presented as a first-person narrative from a man describing how his wife often forgets her phone.

In the ad, he says he had considered using tracking devices but viewed it as ‘rude’ before placing a Spotminders tracking card in his wife’s wallet without informing her. He says this allows him to track her location.

“I just open my phone, see the little green dot at the bakery, and I just breathe. It’s brilliant. Truly,” he said.

The complaint submitted to the panel argued the scenario depicted non-consensual tracking and could pose a safety risk if the woman visited locations the ‘watcher’ did not approve of.

Panel findings

The panel found the advertisement breached section 2.1 by depicting gender-based discrimination, portraying the woman as forgetful and in need of control “for her own wellbeing” without context, such as a health or cognitive condition.

Under section 2.3, the panel found that placing a tracking device without consent suggested coercive control and constituted an infringement on privacy and freedom of movement.

It also found the advertisement breached section 2.6, stating it was inconsistent with community standards on health and safety.

The panel said the ad normalised non-consensual tracking behaviour and added the product could be promoted without implying covert monitoring.

The advertisement has been referred to Meta for further action.

Main image: Spotfinders ad.

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