BuzzFeed denies it deleted posts due to advertiser pressure
BuzzFeed has denied that two articles were removed from the site as a result of advertiser pressure.
Rival media outlet Gawker raised questions earlier this week that two pieces of content had been removed because they were critical of advertisers.
The first post to be spiked was mocking of Unilever-owned Dove’s latest ad, where women walk through a door labelled either ‘Average’ or Beautiful’.
After its removal from the site, Gawker subsequently claimed BuzzFeed “has a documented history of disappearing less-than-positive content on behalf of Unilever - whose suite of brands have placed major ad buys on BuzzFeed.”
However, citing an executive source at the FMCG-giant, AdAge reports that Unilever has not advertised on BuzzFeed since October 2013, that no other Unilever brands are advertising on BuzzFeed, and that there are no deals in the works.
In a note to staff, BuzzFeed Life editors said that the content was removed because it didn't fit the tone of the section where it ran.
The second deleted post was related to toy manufacturer Hasbro after it announced a joint marketing campaign to celebrate Monopoly's 80th anniversary earlier this year.
BuzzFeed UK editor Tom Chivers published a 1200-word post titled ‘Why Monopoly Is The Worst Game In The World, And What You Should Play Instead.’
Gawker said that article was similarly deleted within 24 hours, going against its ‘Editorial Standards And Ethics Guide,’ published in January 2015, which state “editorial posts should never be deleted for reasons related to their content, or because a subject or stakeholder has asked you to do so.”
BuzzFeed editor-in-chief Ben Smith reiterated in a seperate memo to staff that the content was "impulsively" removed as it was based on personal opinion.
“You also have a right to ask about whether we did this because of advertiser pressure, as Gawker suggested. The answer is no. I field complaints all the time from companies and individuals, including advertisers, and see it as my job to shield you from that pressure," he added.
Both posts have now been reinstated.