Facebook, Twitter and YouTube should work together to restore confidence among advertisers, ISBA suggests
Social media platforms should work together to help prevent abuse and try to ensure that ads don’t appear against inappropriate content, the ISBA has today suggested.
Recently, advertisers have pulled their spend from sites such as Facebook; with the FBrape campaign leading to brands such as Nissan and Nationwide pulling their adverts.
David Ellison, ISBA’s marketing services manager, said: “Advertisers aren’t being given the reassurances they deserve from the social media platforms they help monetise. While we appreciate efforts are being made by social media platforms independent of each other, we would like to see a joined-up approach to address the concerns of users and advertisers alike.
“Tragic stories of abuse have put online ad misplacement and brand protection right under the spotlight and it is time for the social media industry to come up with effective self-regulation to make life harder for trolls and safer for brands. If they don’t demonstrate a combined effort they might find the government steps in with its own measures, which would be bad news for advertises, social media platforms and the people who use them.”
ISBA recently praised Facebook’s publicly-declared intention to review the process that determines which adverts will be placed against specific content on its pages.