Facebook, YouTube, Twitter ink pact with advertisers

SAN FRANCISCO: After months of intensive talks with major advertisers, Facebook, YouTube and Twitter have agreed to adopt a common set of definitions for hate speech and other harmful content, the Global Alliance for Responsible Media (GARM) said on Wednesday.

GARM is a cross-industry initiative founded and led by the World Federation of Advertisers (WFA) and supported by other trade bodies, including ANA, ISBA and the 4A's.

The move comes after over 200 brands including Starbucks and Levis recently pulled their advertising from Facebook and the #StopHateforProfit campaign gained momentum after celebrities, like Kim Kardashian West, froze their social media account for a day. As a result of the talks between the advertisers and key global platforms, four key areas for action have been identified, designed to boost consumer and advertiser safety.

"The issue of harmful content online has become one of the challenges of our generation. As funders of the online ecosystem, advertisers have a critical role to play in driving positive change and we are pleased to have reached agreement with the platforms on an action plan and timeline in order to make the necessary improvements," WFA CEO Stephan Loerke said in a statement.

"A safer social media environment will provide huge benefits not just for advertisers and society but also to the platforms themselves," Loerke said.

WFA believes that the standards should be applicable to all media given the increased polarisation of content regardless of channel, not just the digital platforms.

As such, it encourages members to apply the same adjacency criteria for all their media spend decisions irrespective of the media. (IANS)

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