They knew instagram was leading mainly teenage girls to commit suicide. But sat on that for years instead of acting on it. I would not be surprised if they targeted sleeping pill ads to users who appear suicidal.

Targeting vulnerable people based on metadata with any form of commercial intent, is morally and ethically highly questionable! A vulnerable person is by definition extremely susceptible to exploitation. Assuming that companies are gonna act out of philanthropy and goodness of their hearts seems a bit naiive.