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WFA threatens social-media platforms with advertiser action

The World Federation of Advertisers (WFA) has put social networks on high alert by calling on brands worldwide to hold them to account over their failure to tackle dangerous and hateful content.

The statement was issued during WFA’s global marketer conference in Lisbon, being held this week. It explicitly expresses support for the Association of New Zealand Advertisers, which has called out Facebook and Google for their response to the livestreaming and sharing of video of the terrorist attack that killed 50 people at two mosques in Christchurch two weeks ago.

“This is not an issue
of brand safety, this is a moral question to hold social media platforms
to account—in the same way we do for traditional media,” said Lindsay
Mouat, ANZA CEO.

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As well as the
Christchurch tragedy, WFA pointed to the paedophile comments left on
YouTube videos of children, and the “glorification” of self-harm and
suicide content on Instagram.

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