PETALING JAYA: A Malaysian badminton coach is likely to head for a coaching stint overseas.
On YouTube, major brands’ ads appear alongside racist falsehoods about Haitian immigrants, underscoring how difficult it can be to maintain brand safety online. — The New York Times
Many advertisers have tried for years to avoid sharing space with content about polarising politics, pandemics, hate speech or misinformation, for fear of damaging customer perception and risking public censure. That ads appeared anyway on YouTube ahead of falsehoods about Haitian migrants underscores the difficulty advertisers face in maintaining brand safety in an especially volatile US election year.
Claire Atkin, a co-founder of Check My Ads, a digital advertising watchdog, said that tech platforms were infested this election season with conspiracy theories, false narratives and misinformation.A spokesperson for YouTube said videos appearing on its site might be restricted from earning money if they had violated its “advertiser-friendly guidelines” or other policies.
Now, a majority of marketing executives are on edge, as heightened political tensions make consumers especially sensitive to how brands engage with political topics, according to a recent report from Forrester. Analysts at the research company called it “a seemingly no-win situation” for advertisers.
“Frankly, brands are promised a lot of things by the platforms – that platforms are using technology and human content moderators at scale to make sure this doesn’t happen,” said Harriet Kingaby, who co-founded and co-chairs the Conscious Advertising Network, a coalition of advertisers, technology providers and others. “There is a real sense that things aren’t working. The trust has been broken.”
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