US brands are joining British advertisers boycotting Google’s video portal to avoid financially supporting channels in favor of extremist groups.
The advertisers crisis with which YouTube must compose in the United Kingdom is now in another bigger market: the United States.
Since last week, several major UK brands – including BBC, Channel 4, Lloyd’s, and McDonald’s – have suspended their advertising campaigns on YouTube after an investigation by the British newspaper The Times showed that their ads could appear Alongside videos about hateful, extremist, anti-Semitic, and sometimes even terrorist-related.
Note that this suspension does not apply in all markets. Indeed, various advertising agencies generally share management of the same brand in each of their territories, which explains why McDonald’s ads are still visible in Canada despite the boycott of the brand in the UK. In the case of AT & T and Verizon, however, this boycott involves advertising campaigns for the US market .
Although Google quickly responded to the move by promising to review its tools to help advertisers choose where their ads will appear, the terrorist attack on Westminster Wednesday that killed four people and claimed by the Islamic state has certainly worsened situation.
“We are deeply concerned that our ads may have appeared alongside YouTube content promoting terrorism and hate,” said an AT & T spokesperson. “Until Google can ensure it does not happen again, we removed our ads from Google’s non-search engine platforms.”
While Google has become synonymous over time with a mobile company with Android, specializing in artificial intelligence with its multiple initiatives and the autonomous car project of its subsidiary Waymo, a large portion of its revenue comes from advertising. Of the $ 26 billion in international revenues for the fourth quarter of 2016, just over $ 22 billion came from its advertising activities across all of its platforms. This is especially true for YouTube, whose profitability has only been reached in recent years.
“We do not comment on individual customers, but as we have announced, we have begun a thorough review of our advertising policies and have made a public commitment to implement changes that will allow brands better control over Where their ads can appear, “a Google spokesman told TechCrunch . “We have also raised the barrier in our advertising policies to further protect our advertisers’ brands.”
This advertisers crisis is not the only one that faces YouTube these days. On Tuesday, Google’s subsidiary responded to the concerns of its content creators, including a large part of the LGBT community, with respect to certain unfairly masked videos of its restricted mode.