Unilever, the world’s second-largest advertiser, has threatened to stop advertising on sites such as Facebook and Twitter, unless they do more to address fake news and divisive content.
«Unilever will not invest in platforms or environments that do not protect our children or create divisions in society and do not promote anger or hatred,» Keith Weed, the company’s marketing director, is expected to tell the industry today. Later at the Interactive Advertising Bureau. annual conference in California.
Unilever, which owns brands such as Marmite, PG Tips, Pot Noodle, Dove and Persil, generates revenues of over $ 40 billion. In the most recent report of his account, he recorded a marketing expenditure of EUR 7.7 billion (GBP 6.83 billion).
«Being one of the largest advertisers in the world, we cannot have an environment where our consumers do not trust what they see online,» Weed will say in his speech.
«We will only prioritize investments in responsible platforms that are committed to making a positive impact on society.»
The threat comes after Mark Zuckerberg did it a New Year’s resolution to fix Facebook issues.
«The world is anxious and divided,» he said in a post on social media, «and Facebook has a lot of work to do, whether it’s protecting our community from abuse and hatred, defending against state interference, or ensuring that time is spent.» Facebook is a good time. «
Facebook’s head of civic engagement, Samidh Chakrabarti, later acknowledged that the site was “too slow to recognize how bad the actors abused [la] platform «, explaining that in the worst case it has the potential to» spread misinformation and corrode democracy «.
Weed is expected to explain in his speech that Unliever is not prepared to «support» a digital supply chain that «is sometimes a little better than a swamp in terms of transparency.» Last year, Proctor & Gamble, the world’s largest advertiser, made similar threats at the IAB’s annual board meeting in an effort to help clean up the digital media industry. Global marketing and branding director Marc Pritchard described the media supply chain as «unshakable at best, fraudulent at worst» and announced that the company would spend its budget elsewhere if the agencies I don’t.
It is a fascinating situation. Facebook has already acknowledged its flaws and has indeed introduced some measures to fix them, but it is clear that it needs to do more if it wants to protect its main source of income. The world’s largest companies rightly don’t want to advertise on sites that are synonymous with fake news, hate content, and echo cameras, so Unilever’s threats could cause Zuckerberg to pull his finger and actually improve the social network.
Main image credit: No question , Stewart Black , used under Creative Commons.