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FB, YouTube, Twitter ink pact with advertisers on hate speech
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IANS | 23 Sep, 2020
After months of intensive talks with major advertisers, Facebook,
YouTube and Twitter have agreed to adopt a common set of definitions for
hate speech and other harmful content, the Global Alliance for
Responsible Media (GARM) said on Wednesday.
GARM is a
cross-industry initiative founded and led by the World Federation of
Advertisers (WFA) and supported by other trade bodies, including ANA,
ISBA and the 4A's.
The move comes after over 200 brands including
Starbucks and Levis recently pulled their advertising from Facebook and
the #StopHateforProfit campaign gained momentum after celebrities, like
Kim Kardashian West, froze their social media account for a day.
As
a result of the talks between the advertisers and key global platforms,
four key areas for action have been identified, designed to boost
consumer and advertiser safety.
"The issue of harmful content
online has become one of the challenges of our generation. As funders of
the online ecosystem, advertisers have a critical role to play in
driving positive change and we are pleased to have reached agreement
with the platforms on an action plan and timeline in order to make the
necessary improvements," WFA CEO Stephan Loerke said in a statement.
"A
safer social media environment will provide huge benefits not just for
advertisers and society but also to the platforms themselves," Loerke
said.
WFA believes that the standards should be applicable to all
media given the increased polarisation of content regardless of
channel, not just the digital platforms.
As such, it encourages
members to apply the same adjacency criteria for all their media spend
decisions irrespective of the media.
Today, advertising
definitions of harmful content vary by platform and that makes it hard
for brand-owners to make informed decisions on where their ads are
placed, and to promote transparency and accountability industry-wide.
GARM
has been working on common definitions for harmful content since
November and these have been developed to add more depth and breadth
pertaining to specific types of harm such as hate speech and acts of
aggression and bullying.
Between September and November work will
continue to develop a set of harmonise metrics and reporting formats,
for approval and adoption in 2021, it said.
They also agreed to have all major platforms audited for brand safety or have a plan in place for audits by year end, WFA said.
Moreover,
advertisers need to have visibility and control so that their
advertising does not appear adjacent to harmful or unsuitable content
and take corrective action if necessary and to be able to do so quickly.
GARM
is working to define adjacency with each platform, and then develop
standards that allow for a safe experience for consumers and brands.
"This
uncommon collaboration, brought together by the Global Alliance for
Responsible Media, has aligned the industry on the brand safety floor
and suitability framework, giving us all a unified language to move
forward on the fight against hate online," said Carolyn Everson, Vice
President Global Marketing Solutions, Facebook.
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