Unilever is to announce that it will consider withdrawing advertising from Facebook and Google, which owns YouTube, if the online platforms fail to protect minors, promote hate or divide society.
In a speech at the annual Interactive Advertising Bureau conference in Palm Desert, California, Keith Weed, the multinational’s chief marketing officer, plans to announce to the assembled advertising, media and tech companies that Unilever “needs its consumers to have trust in our brands”.
“Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate,” Keith will say. “We will prioritise investing only in responsible platforms that are committed to creating a positive impact in society.”
“As one of the largest advertisers in the world, we cannot have an environment where our consumers don’t trust what they see online,” Keith Weed will add. “And we cannot continue to prop up a digital supply chain – one that delivers over a quarter of our advertising to our consumers – which at times is little better than a swamp in terms of its transparency.”
In 2017, Unilever spent £6.8 billion advertising brands including Dove, Persil, Magnum, Cornetto, Marmite and PG Tips, making it the world’s second largest marketing spender to market leader Procter & Gamble. Unilever products are used by 2.5 billion people every day.
- How Alex Prager made the world stop and stare
- Photographer Louise Reinke's latest shoot is inspired by the legendary Dionne Warwick
- Photographer Eli Durst's series Pinnacle Realty challenges stereotypes of suburban America
- Grace Miceli’s bold and playful illustrations re-interpret brands in humorous ways
- Tsto returns to design Flow Festival's identity, pushing and playing with its typography
- Rosie Yasukochi's vibrant comic reflects on post-generational trauma
- "Don't drink and dance in front of your peers": ten creatives on their biggest mistakes
- All internships are not created equal: how to spot the best opportunities and have the courage to reject the duds
- Crayola launches a makeup range based on its ubiquitous crayons
- Beyoncé and Jay Z take over the Louvre for Apeshit music video
- Why counter-culture matters: Rough Trade launches publishing venture designed by Craig Oldham
- Greg Sharp animates a video that builds in momentum for the catchiest song of the year