Vodafone is releasing a crackdown on its global policy
Telecommunications giants Vodafone has announced it is working closely with Google and Facebook to create a ‘’white-list’’ of safe and approved sites in which its advertising can be seen.
Vodafone is releasing a crackdown on its global policy to stop its advertising appearing in unauthorized places. This pioneering move sees the first communications giant to move beyond relying on the automated systems of Facebook and Google, and now working alongside them to establish an approved white-list. It is believed as much as 400 million of their 750 million global budgets on advertising is spent on digital means on the internet.
Matt Peacock the group director of corporate affairs at Vodafone stated
“It is relatively easy to blacklist certain sites, such as those relating to porn and gambling, but it is difficult to exclude content that is – in editorial terms – at odds with an advertiser’s own principles and beliefs,”
He added “When it comes to making a judgment about a site or channel focused on fake news or hate speech, what’s needed is a human judgment, an editorial assessment. It’s not possible to rely on algorithms alone. For that reason, we’ve concluded that the best way to ensure brand safety is to use a white-list approach’’
The white-list will be formed of sites that are highly unlikely to contain any harmful or offensive material.
“Hate speech and fake news threaten to undermine the principles of respect and trust that bind communities together,” remarked the Vodafone chief executive, Vittorio Colao.
“Vodafone has a strong commitment to diversity and inclusion; we also greatly value the integrity of the democratic processes and institutions that are often the targets of purveyors of fake news. We will not tolerate our brand being associated with this kind of abusive and damaging content.”
The white-list will be monitored frequently to check it is “appropriate and neither too broad nor too narrow”. Vodafone also stated the crackdown would include sites set up to degrade women or ethnic minorities.
A representative from Facebook responded:
“We welcome Vodafone’s new global rules, we work closely with all of our advertiser partners to ensure that they have control over where their ads appear on our platform, and vigorously enforce our community standards which include policies against hate speech, violence or extremist content.”
Facebook and Google are both stepping up their efforts to prevent advertising from appearing next to harmful content.