Unilever issues ultimatum on Facebook, Google; threatens to pull out ads

Unilever issues ultimatum on Facebook, Google; threatens to pull out ads

February 15, 2018

Lego minifigs wrecking down facebook wall

Facebook and Google are on the verge of a really bad breakup with global brand Unilever if they fail to moderate their content properly.

Like an early Valentine’s date gone wrong, Unilever decided that it will bring its relationship with tech giants Facebook and Google to a halt if they fail to clean up the toxicity in their platforms.

Fed up with all their ads in online platforms “that create division,” Unilever Chief Marketing Officer Keith Weed addressed the rampant proliferation of malicious content, such as fraud, misinformation, racial discrimination, and hate speech in a keynote speech at the IAB Annual Leadership Meeting in Palm Desert, California.

“As one of the largest advertisers in the world, we cannot have an environment where our consumers don t trust what they see online,” said the Unilever marketing head honcho. The global company owns large profit-making consumer brands from food and beverage to personal care.
“Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate,” he declared. “We will prioritize investing only in responsible platforms that are committed to creating a positive impact in society.”
Trying to woo Unilever again, Facebook renews their vow to create a safer space for consumers, saying they’ll change for the better.
“It’s on us to make sure we deliver and meet whatever expectations that they have,” said the social media network’s head of news feed Adam Mosseri.

Under fire

Facebook and Google have been facing groundswells of criticism for the past few years from brands for letting unpleasant content get past their radars and allowing them to appear alongside the brands’ ads.

unilever website seen under magnifying lens

Google, YouTube in particular, experienced panic in 2017 when companies—such as Coca-Cola and Amazon—pulled out their ads from the video-sharing website because their ads get paired up with hateful or extremist content. Changes in their monetization processes affected content creators as well, creating what has been known as the YouTube “adpocalypse.”

And with Facebook, fake news dominated the timelines of users over the recent years. The problem peaked during the 2016 US elections. Misinformation ran wild because of the company’s then-reluctance to weed out such charades. The company believed that they don’t have such responsibility because they’re not a media company—a stance they since have reversed.

Despite this, the two Internet titans currently run a duopoly on the online advertising market, making up 73% of US online ads as of December 2017, according to Pivotal Research Group’s Brian Wieser. Although, that may change as he believes that the saturation point where increasing digital ad budgets won’t increase sales nears.

Policing the Internet

The tech giants have been doubling their efforts in fighting objectionable content by hiring more content moderators to their cause.
Google has been known to use automated content moderation for their websites. However, with the increasing violent and offensive videos being hosted in YouTube, they’ve relented and have decided to expand their content reviewing team. They’re also developing new technologies to proactively combat abusive content.

Facebook, on the other hand, set up shop at Essen through outsourcing to increase compliance with German laws and to strengthen their content moderation practices. This is their second content moderation campus in the Deutschland, the first being in its capital Berlin.

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO3 days ago
Wishing our colleagues, friends and family celebrating a happy #RoshHashanah. May you find joy, peace, and love in this new year.

#WeSpeakYourLanguage #OAHolidays #RoshHashanah5781
Open Access BPO
Open Access BPO3 days ago
Customer data present a rich opportunity for #brands to create lasting impressions upon their target demographic. Here's how you can manage crucial information better to achieve a 360-degree view of your customers: https://zcu.io/VWID

#WeSpeakYourLanguage #CustomerExperience
Open Access BPO
Open Access BPO4 days ago
We are on #LinkedIn! Follow Open Access BPO to catch up on the latest company news, industry insights, features, and blog updates every week.

Like, share, and comment on our posts to find like-minded people who you can exchange valuable conversations with: https://zcu.io/sxAl

#WeSpeakYourLanguage #OpenAccessBPOConnect
Open Access BPO
Open Access BPO5 days ago
Customers gravitate toward fast and convenient purchase methods. Amplify your #CustomerService strategy to ensure #CustomerSatisfaction and avoid getting repeat complaints: https://zcu.io/KWQZ

#WeSpeakYourLanguage #CustServ #CustomerExperience
Open Access BPO
Open Access BPO6 days ago
Having a single view of the customer allows brands to see all the issues encountered by clients. This equips the business with a deeper understanding of customers' problems, enabling faster #CallCenter resolution: https://zcu.io/mag0

#WeSpeakYourLanguage #CustomerService
Open Access BPO
Open Access BPO7 days ago
The growing number of #CustomerService cases resolved via #SocialMedia proves that the Internet has become the go-to channel for new generation consumers. Here's how you can supercharge your brand's social media customer support: https://zcu.io/wzqS

#WeSpeakYourLanguage