A documentary by FRONTLINE and Retro Report investigates how adoption agencies use targeted online advertising to reach pregnant women, particularly those in vulnerable situations. The investigation highlights a significant number of digital ads originating from Utah, where legal conditions make adoptions easier to process. These ads often appear on social media and search engines, designed to appeal to women facing unplanned pregnancies. The report reveals how this practice, dubbed "adoption tourism," capitalizes on geographic differences in adoption laws to attract clients from other states and countries.
The documentary examines the digital trails left by these agencies, showing how data-driven marketing strategies identify and approach individuals seeking support during pregnancy. By analyzing patterns in ad placement and targeting, the film exposes a system that profits from emotional distress and uncertainty. It underscores the ethical concerns surrounding the commercialization of adoption, where personal crises are turned into business opportunities through sophisticated online campaigns.