Unilever picks up advertising on Facebook and Twitter

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Unilever (the) he paused advertising on all three platforms in June, citing hate speech and the polarized atmosphere in the United States. On Thursday, the household items giant said it would end the break in January because of the advances it said the platforms had made in cleaning its car.
“Facebook, Instagram and Twitter are committed to taking concrete steps to further manage harmful content, including common definitions of 11 harmful content areas,” Unilever said in a statement.

Luis Di Como, Unilever’s executive vice president for Global Media, said the company was encouraged by technology platforms’ commitments to build “healthier environments” in line with the principles of the Global Alliance for Responsible Media ( GARM) “.

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The World Federation of Advertisers (WFA) launched GARM as a forum to work with platforms to combat hate speech and misinformation. Recently, the WFA negotiated an agreement through GARM that would allow platforms to adopt common reporting definitions and standards on harmful content, such as hate speech.

As part of this agreement, Facebook, Twitter and YouTube, owned by Google, agreed to allow outsiders to audit how they manage this content.

In response to Unilever’s announcement, Facebook said: “We look forward to our continued collaboration in 2021 and remain committed to our work with the Global Alliance for Responsible Media to combat harmful content online. “.

Unilever, which spends billions of dollars every year on marketing for brands like Ben & Jerry’s and Dove, gave many warnings that its patience was running out. In 2018, he warned that he could withdraw advertising from digital platforms that he said had become a “swamp” of fake news, racism, sexism and extremism.

The company’s position against Facebook and Twitter got shares in both companies. Unilever was Facebook’s 30th largest investor in advertising in 2019 and invested more than $ 42 million in the platform, according to estimates by advertising intelligence firm Pathmatics.

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