Unilever, one of the world's largest advertisers, warned that technology giants like Google and Facebook would dismiss advertisements if they failed to work hard to reduce "toxic" controversies on their platforms.
Casey Wade, Unilever's chief marketing officer, declared to Silicon Valley on Monday that technology companies should take good care of their "toxic" Internet environment and that the Internet, full of poison chicken soup, hate speech and cult content, is disturbing.
In a speech at a meeting of the Interactive Advertising Bureau, Wade said: "False news, racial discrimination, sexism and violent terrorist content are destroying children who have just reached the Internet. If we continue, we will move away from the Internet's original intention of ten Thousands of miles. The digital media industry must be aware of and act effectively. & rdquo;
Last year, Unilever invested $ 9.5 billion in advertising and its clients include Dove, Lipton Tea, Ax and Ben & Jerry ice cream. Most importantly, a quarter of the budget (about 2.4 billion U.S. dollars) goes to digital advertisers.
In addition to requiring technology companies to be self-disciplined, Wade promised Unilever to promote more "responsible content," including gender-specific advertising. In addition, Unilever will work only with technology companies who obey industry standards in the future. It is reported that Wade has started with Facebook, Google, Twitter, Amazon and Snap and other giants to discuss related matters.
"In recent months, we have listened to the voices of consumers who are increasingly worried about the impact of digital advertising on the truth, the society and our happiness. "Wade said. "This is not something that can be left untouched. Consumers also need platforms that can make a positive contribution to society. & rdquo;
Google and Facebook, rulers of the online advertising market, have been strongly criticized by lawyers, academics and the industry recently for filtering out "toxic" content.
Last year, Google's YouTube video site was strongly criticized by the U.S. advertising industry, and advertisers were reluctant to put their own brands on the same "toxic" content. Subsequently, Google made adjustments to the YouTube platform's advertising mechanism.
In response to Wade's warning, Google said they want to get the trust of parents and users, their treatment of "toxic" content will be serious. & ldquo; We will work hard to gain user trust. "Google spokesperson said.
Facebook is also going through a "big consolidation", Zuckerberg said the future will give users more information from family and friends to generate more meaningful interaction. Such a reform will indeed have an impact on the social giant, Zuckerberg said at the last earnings conference call that users spend 50 million hours less on Facebook every day than the previous quarter.
eMarketer expects that the Google and Facebook giants have ruled the two-thirds share of the U.S. digital advertising market, with Google taking 42% and Facebook eating 23%.
Wade said: "2018 is not a bad year for technology companies, on the contrary, it is a crucial year for them to rebuild their trust. & rdquo;