According to an executive at the world's largest media agency, Group M, companies are now wary to advertise on Facebook and YouTube due to fears that they may appear next to inappropriate content. Group M's senior director of brand safety and digital risk, Bethan Crockett suggests that brands are now aware of the “inherent risk” of advertising on these prominent online platforms.
In 2017, an investigation led by The Times revealed how renowned brands were funding terrorism through adverts that appeared on YouTube videos posted by Islamic extremists.
Advertisers pay these online platforms to reach their users, however, they are unable to control where their advert appears.
Bethan Crockett stated, “They are starting to query whether they [their adverts] should run there. Can they run elsewhere where they can get the same audience reach and delivery of their messaging? And can they move away from using some of these platforms until the controls are approved?”
Pressure from coverage by the press regarding this issue forced the internet giants to start responding to advertisers' concerns, however, they would not fully take a stand unless more brands pulled out from advertising on these portals, Crockett predicts. She further said, “The influence will happen when the money is withdrawn.”
