Advertisers haven't been afraid to pull money out of Facebook or YouTube campaigns, following the exposures of controversial content hosted on the platforms, but they always seem to come crawling back.
The World Federation of Advertisers , whose members include PepsiCo, P&G and Diageo, called on its members to put pressure on platforms to do more to prevent their services and technology from being"hijacked by those with malicious intent" in brands' capacity as"the funders of the online advertising system."
The WFA in late March urged its members to"think carefully about where they place advertising" and consider a moral responsibility bigger than the effectiveness than social media platforms for brands. The call came after reports of comments from pedophile groups on YouTube videos, content regarding self-harm and suicide on Instagram and the live-streaming of a mosque shooting in New Zealand on Facebook.
Last week at the Association of National Advertisers Media Conference in Orlando, Procter & Gamble Chief Brand Officer Marc Pritchard said his company plans to direct money toward platforms that exercise control over content and comments, including linking opinions with a poster's true identity and ensuring balanced perspectives.
In response to the WFA's call for platforms to better manage the harmful content ads can appear next to, Facebook pointed to a recent blog post from its COO Sheryl Sandberg, which outlined steps including restrictions on who can go"Live" and using artificial intelligence tools to identify and remove hate groups.Brands are obviously invested in ensuring their ads don't appear next to nasty content. But Rajamannar said social media companies also have those concerns.
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