Unilever Will Pull Funds from Social Media That 'Breed Division'

Unilever CMO Keith Weed has become the WFA's inaugural Global Marketer of the Year

Unilever CMO Keith Weed has become the WFA's inaugural Global Marketer of the Year

Unilever brands include Marmite and Pot Noodle.

This is about "having a positive impact on society and whether we as a company want to engage with companies that are not committed to making a positive impact", Weed said in an interview.

"We can not continue to prop up a digital supply chain ... which at times is little better than a swamp in terms of its transparency", Unilever marketing boss Keith Weed will say, according to copy of his speech obtained by CNN. It has an annual marketing budget of roughly €8 billion ($9.8 billion), and 25% of its ads are digital.

Amid a social media backlash and calls for a boycott, the brand apologised, saying it "missed the mark in representing women of colour thoughtfully".

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According to the Financial Times, he plans to say that "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".

"This is not something that can brushed aside or ignored", he will say in the speech.

Facebook and Google have dominated the online ad market for years, thanks to their massive reach and vast amounts of data.

Pritchard, little more than a year ago at the same IAB forum, threatened to cut off spending by the world's biggest advertiser on digital platforms that didn't ensure brand safety or provide accredited third-party audience verification. Google said in December it would hire thousands of new moderators after coming under fire for allowing child abuse videos and other offensive content to flourish on YouTube.

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Facebook also revealed that users are spending less time on its network after it chose to show fewer viral videos.

Facebook, Twitter and Google, for example have been the focus of Congressional inquiry over how Russian agents may have used their platforms to buy ads or spread fake news items during the 2016 presidential election, often to fan flames of division over race, religion, gender and sexual preference.

Keith Weed will say: "As one of the largest advertisers in the world, we can not have an environment where our consumers don't trust what they see online". "The year where we collectively rebuild trust back in our systems and our society".

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