Google and Facebook "Raise advertisements if they leave harmful content" and Unilever of large customers put a strong pressure

Sell ​​food and household goods all over the worldUnilever (Unilever)However, we are seeking improvement of the situation with a strong expression of "to raise the advertisement if you leave the situation where harmful contents are prevalent" to digital advertisers such as Google and Facebook.

Giant advertiser Unilever threatens to pull its ads from Facebook and Google over 'toxic content'
http://www.latimes.com/business/technology/la-fi-tn-unilever-ads-google-facebook-20180212-story.html

Keith Weed, Chief Executive Officer of Unilever's marketing department, said some harmful Internet content such as "fake news, racism, gender discrimination, terrorist messages, child pornography, etc. is far from where we wanted It is in the digital media industry's interest to listen to this problem and to act on actual behavior. " In addition, Unilever is planning to increase "responsible content" in the future, and review the advertisement standards, such as regulations on advertisements including stereotypical sexuality problems, to improve consumer's advertising experience It is a policy to partner with only the partner to make it clear.

It is estimated that Google accounts for about 42% of the entire American market, and Facebook accounts for about 23% of advertisements in digital content, and both companies account for about two-thirds of the total. In 2017, Unilever spends about $ 9.5 billion (about 1 trillion yen) on brand marketing such as Lipton of tea and ice cream Ben & amp; Jerry's, among which digital advertising is one quarter of the budget A billion dollars (about 260 billion yen) was cast. If Unilever will raise much of the digital advertisement, Google and Facebook will likely be a big loss in digital advertising.


Weed said in a few months, it is clear that consumers are increasingly concerned about the impact of digital content on welfare, democracy and the truth itself, which is set aside It is a problem that can not be ignored, and consumers are looking for a platform that can make a positive contribution to society. "

The fact that companies entering advertisements for digital contents became more sensitive to the contents of contents is one of the reasons for the presidential election in 2016. In the US presidential election, the unexpected information posted on SNS such as Facebook and the so-called "fake news" that intentionally spreads false information of specific candidates intentionally cause the election to have a big impact The fake news exclusion movement is taking place because of the danger that fake news will affect the election which is the backbone of democracy because it is known to have been received.

Hybrid type news website "Wikitribune" launched by Wikipedia founder for eradicating fake news - GIGAZINE


Project to detect fake news using artificial intelligence "Fake News Challenge" - GIGAZINE


Also,Inappropriate movie of YouTuber posting like profaning the deadA video distribution platform such as YouTube who received great criticism at the movie provider's revenue standardChangeThe consumer's eyes for digital contents are getting stricter every day, and the eyes of digital advertisers of advertisers are becoming stricter based on this situation. Declaring that Unilever, a large customer that can never be ignored for Google or Facebook, to raise ads in the worst case may affect the behavior of other advertisers. According to Unilever's policy statement, Google spokesperson said, "Google will continue to make improvements to gain advertiser trust," Facebook spokeswoman said, "Facebook has made Unilever's promise fuller We support it closely and work closely with them. "