From Gray to Black Markets–A Quasi-Experimental Study on Algorithmically Driven Digital Drift Opportunities on Social Media

Abstract

This study examines how Snapchat’s recommendation algorithms facilitate digital drift from legal to illegal activities. Using microsociological observations, we conducted a quasi-experiment with 40 profiles that engaged with gray markets for nicotine vapes and sex work. Within four days, 65% of these profiles were directed to illicit drug sellers, despite no prior engagement with illegal content. Our audit of Snapchat’s affordances highlights their criminogenic potential, showing how platform algorithms can actively steer users toward illicit networks. These findings underscore how social media platforms function not only as offender convergence spaces but also as facilitators of illegal activity.