{"id":112469,"date":"2018-02-13T10:21:15","date_gmt":"2018-02-13T10:21:15","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=112469"},"modified":"2018-02-16T11:01:02","modified_gmt":"2018-02-16T11:01:02","slug":"unilever-threatens-to-withdraw-digital-adverts","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/unilever-threatens-to-withdraw-digital-adverts\/","title":{"rendered":"Unilever threatens to withdraw digital adverts"},"content":{"rendered":"

Unilever, the giant multinational with brands including Marmite, Persil, PG Tips and Dove, has threatened to remove<\/a> its digital advertising from platforms that fail to appropriately deal with content that \u2018creates division in society and promotes anger and hate\u2019.<\/strong><\/p>\n

Keith Weed, chief marketing and communications officer at Unilever, has told the IAB Annual Leadership Meeting: \u2018As one of the largest advertisers in the world, we cannot have an environment where our consumers don\u2019t trust what they see online.<\/p>\n

\u2018We cannot continue to prop up a digital supply chain \u2013 one that delivers over a quarter of our advertising to our consumers \u2013 which at times is little better than a swamp in terms of its transparency.<\/p>\n

\u2018It is in the digital media industry\u2019s interest to listen and act on this. Before viewers stop viewing, advertisers stop advertising and publishers stop publishing.\u2019<\/p>\n

As Campaign<\/a> points out, this speech is one year on from Marc Pritchard\u2019s at the same event. The Procter & Gamble chief brand officer told the industry to clean up the \u2018murky, at best, and fraudulent, at worst\u2019 digital ecosystem. P&G then went on to slash its digital ad spend by $100m \u2013 and saw no negative impact on its business<\/a>.<\/p>\n

Unilever is second only to P&G in terms of global marketing budget \u2013 last year spending \u20ac7.7bn on advertising.<\/p>\n

While Weed stopped short of specifically naming a platform or service, it\u2019s easy to make the links to Facebook and Google, which between them account for 60% of digital ad spend and 90% of all new digital spend.<\/p>\n

Both platforms continue to face pressure across the world for the content they host and allow to spread, from extremist propaganda to inappropriate videos for children.<\/p>\n

This content is reflected in Weed\u2019s speech \u2013 he went on to say: \u2018Fake news, racism, sexism, terrorists spreading messages of hate, toxic content directed at children \u2013 parts of the internet we have ended up with is a million miles from where we thought it would take us.\u2019<\/p>\n

While the government investigations in the US, UK and other EU countries are problematic for the tech giants, it is unhappy advertisers that have the power to hit these companies where it hurts \u2013 their revenues and, subsequently, their market values.<\/p>\n

And with the looming threat of GDPR \u2013 which means platforms will have to make it clear that user data is for sale \u2013 change is now a necessity.<\/p>\n","protected":false},"excerpt":{"rendered":"

Unilever, the giant multinational with brands including Marmite, Persil, PG Tips and Dove, has threatened to remove its digital advertising from platforms that fail to appropriately deal with content that \u2018creates division in society and promotes anger and hate\u2019.<\/p>\n","protected":false},"author":423,"featured_media":112472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,3484,7272],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/112469"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=112469"}],"version-history":[{"count":3,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/112469\/revisions"}],"predecessor-version":[{"id":112602,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/112469\/revisions\/112602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/112472"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=112469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=112469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=112469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}