Google’s advertising woes have worsened as several Australian brands, including Vodafone and Holden, pull ad funding from YouTube over brand safety concerns.
Hardware store Bunnings Warehouse, electronics retailer JB HI FI and Nestle have joined car companies Holden and Kia, in suspending ad placement on the site overnight. Vodafone confirmed that its global pause would extend to Australia.
The companies join a slew of international names from the UK and the US including The Guardian, the British Government and pharmaceutical giant GSK that have withdrawn advertising.
Brands are concerned that their advertisements are appearing next to extremist or unsafe content due to programmatic placement.
General Motors Holden acted after its ads appeared alongside misogynistic content, a video titled ‘Australian Feminist Talk Show Laughs at Men’s Suffering’. The video featured a clip from Network Ten talk show ‘Studio10’ that showed an interview with men’s rights activist Peter Lloyd. It was interspersed with commentary and captions referring to female hosts Ita Buttrose and Sarah Harris in derogatory, obscene terms.
The video has since been removed from YouTube, however copies have been uploaded by alternate users.
Earlier, GroupM CEO Mark Lollback had said that Australian brands were having “quite a rational and balanced response” to major issues surrounding online ad spending.
The global boycotts follow an article published in The Times, which broke the news of name brands in the US appearing next to extremist material
Google has since said it is reviewing its advertising policies and plans to give brands more control over where their ads appear.
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