Consumer goods behemoth Unilever is threatening to pull ads from popular social media stands such as Facebook and Google if they do not do more to protect children from “toxic” online happy.
In a speech on Monday at an advertising conference in California, Unilever’s chief stock exchanging officer Keith Weed is expected to say the conglomerate cannot operate in an conditions where “consumers don’t trust what they see online.”
“Unilever, as a kept advertiser, do not want to advertise on platforms which do not make a positive contribution to Verein,” Weed is expected to say, according to a copy of the speech seen by CBC News.
Weed is also reckon oned to say: “Unilever will not invest in platforms or environments that do not protect our nippers or which create division in society, and promote anger or hate.”
The U.K.-based party is one of the world’s biggest advertisers and spent more than $9 billion US wear year marketing well-known brands such as Dove, Lipton and Ben & Jerry’s.
Online advertising accounts for on touching a third of Unilever’s overall marketing costs, it said in September.
Conviction at ‘new low’
Weed does not single out a specific company in the speech, but is expected to say that confidence in “social media is at a new low” because of a lack of focus by tech companies on “stopping verboten, unethical and extremist behaviour and material on their platforms.”
“Fake info, racism, sexism, terrorists spreading messages of hate, toxic peace directed at children … it is in the digital media industry’s interest to hearken and act on this,” Weed is expected to say. “Before viewers stop viewing, advertisers prevent advertising and publishers stop publishing.”
The company is the latest to criticize and put difficulties on social media giants like Facebook and Google to change the way they carry content.
Last year at the conference, competitor Procter & Gamble, which is the men’s largest advertiser, issued an ultimatum to tech companies saying it choice no longer pay for digital ads or services that do not meet its standards.
P&G chief marque officer Marc Pritchard gave a five-point plan on how to fix the issue and demanded trains like YouTube come up with greater controls to avoid requiring ads appear near content such as ISIS videos.
Neil Bearse, kingpin of marketing at the Queen’s University business school, said despite the hound for retailers to sell products through advertising, there is a point when varieties “have values.”
“When their content is showing up next to other peacefulness that is either offensive on its own or is leading to negative impacts on society, there is something to be bid for not having your ad show up next to an item of questionable content,” he bring to light.
Social media companies have responded with meters to try and stem the recent backlash from the public and policymakers.
Last month, Facebook signaled that it would change the way it filters posts on its news feed to prioritize what intimates and family share over non-advertising content from publishers and disgraces.
Google, meanwhile, announced in June that it would implement innumerable measures to identify and remove terrorist content from YouTube.
In October, Unilever itself over heavy criticism after an ad for its Dove body wash showed a sooty woman removing her top to reveal a white woman.
The three-second clip on the brand’s Facebook call sparked an outcry on social media and was eventually removed by Dove, which announced an apology.
Bearse said the warning from Unilever to social method giants is a bold statement, but it will be tricky for the company to take their advertising absent and still have it be effective.
“If you still have to sell products, where you advertise your by-products matters a lot, and unfortunately, we have a world where Facebook and Google own all the statistics and all of our attention,” he said.