Unilever will pull ads from Google, Facebook unless they stop 'creating division'

Unilever CMO Warns YouTube Facebook Clean Up Or We Won’t Buy Ads

Unilever CMO Warns YouTube Facebook Clean Up Or We Won’t Buy Ads

Advertising giant Unilever is warning Google and Facebook that if they don't do something about the proliferation of fake news, the company will pull its ads.

According to a speech that is expected to be made today by Unilever's chief marketing officer Keith Weed, the move will encompass platforms that "do not make a positive contribution to society".

Facebook and Google alone take in 60% of all digital advertising.

Ian Whittaker and Annick Maas, analysts at Liberum, said that online advertising is facing "increasing difficulties in persuading advertisers that their product offers a brand safe environment".

"As a brand-led business, Unilever needs its consumers to have trust in our brands", Weed said in a statement in advance of the speech. "So, 2018 is the year when social media must win that trust back".

They own everything from Ben & Jerry's to Marmite, and they spend, on average, $9 billion a year on advertising.

This year, Google and Facebook are projected to account for more than 60 percent of USA digital ad revenues, according to eMarketer.

"They don't care about good value for advertisers".

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Long story short? The internet's largest platforms are a mess and a company such as Unilever might finally force companies like Google and Facebook to get their act together.

Officials at Google in Europe did not immediately respond to a request for comment.

He will add that Unilever can not continue propping up a supply chain online, through which is delivers more than 25% of its advertising to consumers that at times is no better than a swamp when it comes to transparency. "Before viewers stop viewing, advertisers stop advertising and publishers stop publishing", he said.

"We fully support Unilever's commitments and are working closely with them".

"Later this year we're also going to have post-campaign transparency, so you have the ability as an advertiser to say "I do want to be on these sites, I don't want to be on those sites", but you also don't maybe think of everything".

Thirdly, Unilever will only partner with organisations committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.

United Kingdom and Dutch-headquartered Unilever's comments may have as much to do with tightening budgets than moral outrage: the $65bn-valued consumer products company was the subject of a failed takeover bid by Kraft Heinz in 2017.

At first, Facebook appeared ready to rid its channels of fake news through the introduction of a fact-checking network and weed out bigoted content.

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