Saturday, 20 October, 2018

Unilever threatens to pull ads from online 'swamp' of fake news, extremism

Facebook founder Mark Zuckerberg has promised to tackle fake news Facebook founder Mark Zuckerberg has promised to tackle fake news
Orlando Vargas | 15 February, 2018, 10:29

"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", Mr Weed said.

The biggest multinational player said in a conference held at California 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".

Several big advertisers have in recent years complained about digital media, which is typically not measured by a single third-party verification system.

Facebook said in a statement, "We fully support Unilever's commitments and are working closely with them". Last year Proctor and Gamble, another consumer items producer, claimed to have slashed its digital ad budget by $100m and seen no drop in revenue.

During Facebook's most recent earnings call, Zuckerberg acknowledged that users spent 50 million hours less per day on the social network than during the previous quarter, in part because they see fewer viral videos - a effect of Facebook's new push to prioritize the quality of interactions on its platform over the popularity of content.

"When trust is in question, consumers often revert to their own network - meaning there's more emphasis on dark social". And while Facebook, Twitter, YouTube and others have wooed big advertisers with promises of low prices and improved ability to target particular groups of consumers, Weed said digital dangers outweighed potential benefits.

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Her Ally McBeal actress wife then emerged from backstage, to DeGeneres' astonishment. Munn also shared a shot with Aniston, who made a silly face.


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Saakashvili said that he did not intend to seek asylum in Poland, and vowed to eventually return to Ukraine. During one such protest, the agitated demonstrators attempted to take a local cultural center by storm.


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The young actress has also revealed how she is receiving tones of messages and even some proposals! Grateful to Omar Lulu Sir. The teaser reminds us of the commercial Marathi film, "Sairaat", which is also getting adapted by Karan Johar in Bollywood.


As digitally-programmed ad technology accelerated, "we stopped being responsible", she said. That attitude has got to change.

Unilever's leverage is also unique in that their products get much of their face time on store shelves rather than via search results, says Rebecca Hamilton, professor at Georgetown University's McDonough School of Business in Washington. Dove had apologized for the ad saying it had misinterpreted the ad.

Unilever had been pushing tech companies to ensure that advertising is seen by real people and is now focused on making sure that their websites don't send out the wrong messages.

"We can not have an environment where our consumers don't trust what they see online", said Unilever's chief marketing officer Keith Weed, adding that people are now anxious more than ever about the impact of digital media on their wellbeing, "and on truth itself".

The forceful warning to digital platforms such as Google (GOOGL) and Facebook (FB) will be delivered at an advertising conference in California later on Monday. "It is critical that our brands remain not only in a safe environment, but a suitable one", Weed plans to say in his speech.

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