Six of the world’s biggest advertisers, including Diageo, Unilever, BP, Adidas and Mars, have formed an alliance with platforms like Facebook and Google, agency networks and trade bodies to address the spread of harmful and misleading content online.
Dubbed the Global Alliance for Responsible Media, the cross-industry working group is being spearheaded by the World Federation of Advertisers (WFA) and will see agencies, media companies, platforms and brands come together to “rapidly improve” digital safety.
The formal collaboration comes amid unrelenting concerns from marketers that their ads are being placed adjacent to content that is damaging, misleading or illegal. It also comes amid questions around their role more generally in funding these websites. The issue has caused some advertisers, like Diageo, to freeze spend with platforms like YouTube entirely until the assurances they want are in place.