As social media platforms struggle to police and banish extremist content and hate speech, marketing partners are stepping in to help.
On Tuesday, the formation of the Global Alliance for Responsible Media was announced during advertisers’ annual Cannes Lions festival. The goal of the coalition is to protect consumers and marketing partners from “unsafe” content.
“We wanted to go from a position of chasing down breaches in a reactive way to a much more proactive dialogue and concrete steps that are going to drive industry change,” said Rob Rakowitz, the head of global media at Mars Inc., one of the members.
The group has an impressive amount of organizations involved, including Google, Omnicom, Unilever, General Mills, Publicis, Nestle, Verizon, P&G, Mondelez, NBCUniversal, Mastercard, Adidas, Twitter and Facebook.