Unilever threatens to pull ads from 'divisive platforms'

Unilever warns online media: we can no longer advertize like this

Weed has recently explained his views in meetings with all of Unilever's digital partners, including Facebook, Google, Twitter, Snap and Amazon.

While warning the social media giants about Unilever's concerns, Weed did not specifically say it would be pulling its ad dollars from Facebook or Google, Brian Wieser, senior advertising analyst with Pivotal Research Group, said in a note to investors Monday. Weed also described the online networks as toxic with the growing prevalence of fake news and offensive content.

In terms of content, Unilever plans to tackle gender stereotypes in advertising and improve its own brand messaging after missing the mark on a Dove campaign previous year that led to a social media backlash.

In retaliation, Facebook's head of news feed Adam Mosseri and head of news partnerships Campbell Brown both said that the platform was taking steps to improve the content on the social media site.

According to research firm Pivotal, Facebook and Google accounted for 73% of all digital advertising in the USA in 2017.

This story was delivered to BI Intelligence "Digital Media Briefing" subscribers hours before appearing on Business Insider.

The company behind brands such as Ben & Jerry's, Persil, Lynx, PG Tips and Marmite has lashed out at YouTube owner Google. "We can't do anything to damage that trust - including the choice of channels and platforms we use".

London-headquartered Unilever has considerable clout as the fourth-largest global advertiser - behind Procter & Gamble, Samsung and Nestlé - and spent $8.6 billion in 2017, according to.

"We stayed with YouTube [and said], what we're going to do, is we're going to work with you - we're not going to walk away and point fingers and tell you to sort it out and we'll come back when it's ready", he said.

Twitter did not respond to a request for comment. Due to their dominance over the advertising market, the "duopoly" has an even greater responsibility to "serve and protect" brands advertising with them, as well as the consumers viewing those adverts.

In response to Weed's message, Google said that it takes its partners and users' trust and safety seriously. But we made a decision to stay - because one, we have a very rigorous media strategy and did not have any brand safety issues - but also because we believed that working closely with them would have much more of an impact than just walking away and telling them to sort things out.

Almost three-fourths (72%) of 300 marketers in a September 2017 CMO Council survey said they had concerns about ad placements, and 43% said they had experienced some type of problem in how their advertising was viewed.

Unilever, for example, has been talking with YouTube about implementing more human screening of videos that include children to make sure that they are not being exploited.

For now, it's clear to see that Unilever and the duopoly will be spending this year's Valentine's evening together - and probably quite a few more evenings after that.

"As one of the largest advertisers in the world, we can not have an environment where our consumers don't trust what they see online", Mr. Weed will say.

"If anything, those comments suggested that Unilever will stay the course so long as Facebook, Google and others continue to make efforts to improve their platforms", he said.

Related News:

Most liked

Iraq's reconstruction will cost $88.2 billion, planning ministry says
The conference brings together hundreds of representatives of countries, aid groups, United Nations agencies and corporations. The US State Department has said that rather than "direct contributions ", Washington has "focused on the private sector".

Forest cover rises in India
India has also shown an increase of 39 million tonnes in its carbon stock taking the total stock to 7083 million tonnes in 2017. Forest Survey of India (FSI) has been assessing the forest and tree resources of our country on a biennial basis since 1987.

Airstrike injuries forced Baghdadi to cede control of Isis
Their assessment is based on reports from IS detainees and refugees in northern Syria that emerged months after the air strike. According to Al-Basri, al-Baghdadi is still alive and living in the Syrian Desert close to the Iraqi border.

Twitter bans GOP contender for racist tweet targeting Meghan Markle
The original tweet featured an image of the Cheddar Man superimposed over Prince Harry's mixed race fiancée . 'Get a life. The Washington Times reports the suspension may also have come after Nehlen's anti-Semitic tweets earlier this month.

49ers LB Reuben Foster reportedly arrested on domestic violence, assault rifle allegations
Reuben Foster has a court date set for his January arrest in Tuscaloosa, Alabama for second-degree possession of marijuana. His 72 tackles, including 7 TFL, ranked second and third, respectively, on the club despite Foster missing six games.

Sam's Club is renovating itself
He defined those target customers as homeowners who earn between $75,000 and $125,000 annually and typically live in the suburbs. The shift in business model comes as Sam's Club looks to stem the bleeding caused by the rise on online retailers.

Is Facebook losing younger users to Snapchat!
Facebook's US audience will grow 1% this year to 169.5 million, but older age groups will be mostly responsible for that growth. But while younger users are ditching Facebook , at least the older-gen are playing it loyally and adapting to the trend.

Pakistanis Bid Farewell To 'Fearless' Rights Activist Jahangir
But it is also a great achievement for any human being to be remembered with such unabashed adoration and reverence. The Senators said that she always supported democracy and took a tough stance against dictatorship.

New iOS update lets users stop Apple from slowing down phones
Apple is now going towards perfecting the upcoming release of iOS 12 and delaying more drastic features for future versions. Changes that have been postponed reportedly include a revised iPhone home screen design and new options in the Photos app.

German court says Facebook use of personal data is illegal
In the privacy settings, ticks were already placed in boxes that allowed search engines to link to the user's timeline. The association said it plans to file an appeal against the dismissed claims at the Court of Appeals in Berlin.

Eagles fan brings wife's ashes to first ever Eagles Super Bowl parade
The "out of home " metric for Super Bowl was calculated based exclusively on viewership of the NBC broadcast (6:31-10:25 p.m. The teams also combined for 1,151 yards on Super Sunday, setting a new record for any National Football League game ever.

Southwest: Midway flights near normal after de-icing woes
In a statement, the airline said its employees in Orange County were "working diligently" to make accommodations for passengers. Evacuations slides were used to remove passengers and crew members from the plane, the airline said .

Navy warship to sail through disputed sea
An aerial view of China occupied Subi Reef at Spratly Islands in disputed South China Sea April 21, 2017. But other areas like oil and gas will be tougher.

Tessa Thompson's new heist movie
Her most recent (known) job was previous year , when she was arrested for shoplifting several items from an Atlanta-area Wal-Mart. Variety describes the film as a globe-trotting caper flick in the tradition of Catch Me if You Can and The Thomas Crown Affair .

'Black Panther' Is Set To Make Some February Box Office History
What began as a project to take a small group of black youth to a movie has grown beyond Quentrel Provo's biggest expectations. Louis), the Weeknd , Future, Travis Scott, Khalid, 2 Chainz, Anderson.Paak, James Blake, Vince Staples and more .