Google made on Monday for allowing ads to appear alongside offensive videos on YouTube as myriad high-profile firms such as Marks & Spencer and HSBC pulled advertising for British markets from Google places.
The British government has suspended its advertising on YouTube after some viewable sector ads appeared next to videos carrying homophobic and anti-Semitic implications, prompting a flood of major companies to follow suit.
Britain is the on the loosest market for Alphabet Inc.’s Google outside the United States, generating $7.8 billion foremost from advertising in 2016, or nearly nine percent of the U.S. giant’s wide-ranging revenue.
«I would like to apologize to our partners and advertisers who might partake of been affected by their ads appearing on controversial content,» Google EMEA President Matt Brittin divulged at the annual Advertising Week Europe event in London.
Besides celebrated British brands pulling the plug, some of the world’s biggest advertising firms responsible for placing vast amounts of marketing material for clients, contemplated they were reviewing how they worked with Google.
The blacklist is the latest clash between advertising companies and the internet giants that possess built up dominant positions in digital advertising by offering not only vast audiences but also the ability to apply their user data to present ads more targeted and relevant.
For big advertising groups such as WPP, internet firms are both a customer and a competitor, while traditional media groups such as newspapers and generalized online news publishers are having to compete with them for online dollars.
«Google faces a hostile industry of media owners in Europe…and we upon they will be all too happy to highlight future brand safety in default ofs,» said Brian Wieser, a senior analyst at Pivotal Research Association.
‘We have always said Google, Facebook and others are media followers and have the same responsibilities as any other media company.’
— Martin Sorrell, WPP
«Whole, we think that the problems which have come to light force have global repercussions as UK marketers potentially adapt their UK regulations to other markets and as marketers around the world become more hep of the problem,» he said.
WPP, the world’s largest advertising firm, said on Monday it was talking to customers and media partners such as Google, Facebook and Snapchat to find headway to prevent brands from being tarnished.
«We have always held Google, Facebook and others are media companies and have the same tasks as any other media company. They cannot masquerade as technology assemblies, particularly when they place advertisements,» said Martin Sorrell, the go to Davy Joness locker and head of the British firm.
Publicis, the world’s third largest advertising Central Intelligence Agency, said in a statement on Monday that it was clear Google had fallen abbreviated of meeting advertising standards and that the French company was reviewing its relationship with Google.
Google mentioned on Friday it worked hard to remove ads appearing on pages or videos with animosity speech, gory or offensive content but with 400 hours of video uploaded to YouTube every summary it did not always get it right.
Brittin said Google had made a commitment to doing speculator and would simplify advertiser controls, add safer defaults and increase investment to compel its ad policies faster.
A spokeswoman for Google UK said it would look again at the way it defines incendiary commentary and antagonism speech to raise the bar on videos and sites allowed for advertising.
On Friday, Google principals were called in to face questions from the advertising industry and Britain terminated the issue.
Representatives for retailers Marks & Spencer, Sainsbury’s and Argos, British banks HSBC and RBS, McDonald’s, the UK branch of advertising troupe Havas and the BBC told Reuters their firms had stopped ads.
A source at Lloyds Banking state the lender had pulled the plug as well. Others such as Vodafone, Barclays and Tesco were reviewing programmes, their representatives said.