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Recommender systems are vulnerable to injective attacks, which inject limited fake users into the platforms to manipulate the exposure of target items to all users. In this work, we identify that conventional injective attackers overlook the fact that each item has its unique potential audience, and meanwhile, the attack difficulty across different users varies. Blindly attacking all users will result in a waste of fake user budgets and inferior attack performance. To address these issues, we focus on an under-explored attack task called target user attacks, aiming at promoting target items to a particular user group. In addition, we formulate the varying attack difficulty as heterogeneous treatment effects through a causal lens and propose an Uplift-guided Budget Allocation (UBA) framework. UBA estimates the treatment effect on each target user and optimizes the allocation of fake user budgets to maximize the attack performance. Theoretical and empirical analysis demonstrates the rationality of treatment effect estimation methods of UBA. By instantiating UBA on multiple attackers, we conduct extensive experiments on three datasets under various settings with different target items, target users, fake user budgets, victim models, and defense models, validating the effectiveness and robustness of UBA.
