There were ethical implication and concerns that surrounded the use of racism sentiments and hate speech, with both Facebook and Google promising to restrict the perspectives through which advertisers target their audience through the social media platforms. Connectivity that has been achieved via Facebook and Google has made it relatively easier to be a manipulation platform. In this regard, the two companies are unethical in their handling of advertisement. Google, for instance, admitted to promoting and allowing the sale of advertisements, thus being unethical to the concerns of the public. There is need for them to be regulated since the agency relationship and the companies are tainted (Macnamara, 2010). The public outburst is a clear indication of how both Google and Facebook have handled their advertisement, using obscene and racism references to the members of the public. This is unethical as advertisements should not have negative connotations as reference points to a given members of the society.
The two companies have abused their ability to connect people as a tool to become unethical by promoting activities that seem to injure the reputation of a given member of community. Misuse of social media platforms and tools has been an unethical concern especially through fake accounts and purchases of ads on very divisive issues around the planet. Facebook and Google are unethical for promoting the advertisement of ads on divisive and controversial issues amongst companies, such as racism, sexuality, among other discriminative terms and references (Macnamara, 2010). There is high degree of targeting by the advertisers over the obscene contents, especially where institutions and organizations use the Facebook and Google ads that are targeting a community or group to influence the decisions. There are real conflicts with the companies, even as Google and Facebook aim to promote profitability for the companies that advertise.