Who 'Likes' These Ads?

I have two friends getting married next week. I’ve picked out my dress, gift and driving directions, and I couldn’t be more excited to celebrate with them. While I am counting down the days until I leave for the rehearsal dinner, I have not discussed this upcoming event on any social media. I plan on posting pictures once the designated hashtag has been revealed, but, until then, I’m focusing my social media platform on other things, like the lake behind my office and the sunglasses my sister put on my dog.

Despite my silence, Facebook has started bombarding me with ads focused on marriage and pregnancy. And I can’t blame the upcoming wedding, because these ads have been prominent on my timeline for over a year.

Here’s why:

As soon as I changed my Facebook relationship status, my ads changed from local restaurant deals to specials on engagement rings, ultrasounds and t-shirts proclaiming “I’m his.” The most offensive ad, though, was sponsored content in the form of an article about “tricking” a man into an engagement. I did not click for more.

I understand that advertisers want to target their ads toward their potential ideal audience, but the ads I get on Facebook are over-the-top, and apply in no way to my current outlook on life. I would be less indignant if my boyfriend was seeing a similar shift in ads, but he’s reported no change. This double standard makes me believe that the advertisers and content producers are being sexist.

When I see a particularly ridiculous ad, I usually screenshot it to send to friends for sarcastic commentary, but it’s easy to believe these ads could do some real damage. Imagine if a girl or woman considered these ads a standard by which she should be pacing her relationship. I began seeing ultrasound ads within a month of going public with my relationship.

These ads, along with the thousands of others that surround us every day, thrive on insecurity about how the normal relationship should look. Amid public discussions and corporate endorsement for individuality and self-acceptance, these advertisers rely on old-fashioned and lazy stereotypes.

I can only imagine what my friend, the bride, will see after changing her status to “married.”