[freyir]

“Luring” implies that you’re tempting someone with intent to trap and ultimately harm them.

“Targeting” is more neutral. You might target someone with an ad because you believe in your product and expect it will improve their life. But it would be a bit weird to say you’re luring someone to use your beneficial product.

In Facebook’s case, they apparently know of harmful effects on youth, so “lure” seems appropriate.