• Unilever pledges to cut ties with ‘platforms that create division’

    The Drum has a interesting article on Unilever and how it may be allocating their Multi-billion dollar marketing budget.

    For those of you who do not know, Unilever includes, among others, the following well known brands:

            

    Unilever will be addressing the IAB Annual Leadership Meeting, asking them to clean up their act and promising to sever ties with those they deem unethical.  Unilever will present their “transparency commitments” which includes the following:

    • Unilever will not invest in platforms that do not protect children or which create division in society.
    • Unilever is committed to tackling gender stereotypes in advertising through #Unstereotype and championing this across the industry through #SeeHer and the #Unstereotype Alliance.
    • Unilever will only partner with organizations which are committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.

    The article goes on to say that the presentation will be perceived as a warning to the largest digital platforms, such as Facebook and YouTube (owned by Google), that have struggled recently with negativity on brand safety and fake news.

    Insider take – The Facebooks and Googles of the world will have an interesting balancing act, between meeting the desires of large advertisers and free speech rights of their subscribers who want to promote their particular agenda or point of view.


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