Advertising Industry Doubles Down on Commitments to Combat Online Hate Speech

quotMore than 80 of Americans feel responsible for being part of the solution to tackle online hate speech We know that more than 65 of SMBs want to take an active role in addressing online hate speech but need tools and resources to guide their effortsquot said Bob Liodice CEO ANA quotWith this initiative the ANA will bring together the industry to educate and inspire consumers to act We will provide the industry with a turnkey nocost solution that matches the brand safety protocols used by those organizations committed to responsible advertising under the GARM framework Our announcement today is a call for all those who care about online hate to join our effortsquotquotWFA launched the Global Alliance for Responsible Media GARM to harness the power of marketers and the broader industry collective to drive positive change in online environments In partnership with the ANA EngageResponsibly advances this vital GARM work to improve brand safety on the critical issue of online hate speech Together as an industry we must come together to tackle online hate speech not only for the betterment of our industry but in the interest of societyquot said Stephan Loerke CEO World Federation of Advertisers WFAquotGARM39s purpose is to bring crossindustry stakeholders together including the social media platforms to address safety onlinequot said Rob Rakowitz Initiative Lead for GARM quotScaling an initiative like EngageResponsibly empowers SMBs and consumers to join our efforts focused on education and action including how people and businesses can report and help remove online hate speech Importantly we plan to work closely with GARM39s NGO partners and other NGOs throughout the efforts This is a major milestone in our journey to continually reduce the existence of hateful content onlinequotANA will lead the EngageResponsibly business system harnessing the expertise of GARM Brand Safety Institute BSI and ANA39s Alliance for Inclusive Multicultural Marketing AIMM to deliver across key actions as followsCentral to the efforts will be development of robust educational resources to help SMBs and consumers understand the issue of online hate speech its linkage to realworld violence and how to take action including using platforms39 existing tools to report online hate speech and for SMBs how to manage brand safetyA corresponding campaign will launch in conjunction to inspire SMBs and consumers to engage with the education and take action The campaign will leverage platforms39 and brands39 channels to extend reach Ongoing events and programming starting with a kickoff event will bring together industry leaders NGOs big brands SMBs platforms influencers and consumers to educate and play an active role in eliminating online hate speechTo galvanize the industry and set a strong foundation in advance of the education and campaign launch ANA and GARM will be asking companies to sign a pledge to provide support and tangible actions to combat online hate speechEngageResponsibly is led by ANA and GARM with Ann Mukherjee Chairman and CEO Pernod Ricard NA and Ivan Pollard former General Mills CMO serving as cochairs Pernod Ricard initiated EngageResponsibly in 2020 and made initial investments in solutions for marketers and consumers to work in collaboration with platforms to stop the spread of online hate speechquotWe39re proud to have seeded EngageResponsibly and we39re thrilled to see ANA and GARM make it an industrywide initiativequot said Ann Mukherjee Chairman and CEO Pernod Ricard NA quotOnline hate speech is not a hypothetical problem Every day thousands of hatefueled conversations happen on social media According to ADL 35 of Americans have experienced online hate due to racial religious or sexual identity It39s a tremendous threat to public health especially for adolescents As advertisers we cannot ask people to engage with us on social platforms and then absolve ourselves of accountability for the hate they may experience there This is our Return on ResponsibilityquotAddressing the problem at scale is core to the newlyexpanded initiative Piloting in the US the ambition is to expand EngageResponsibly in the future as the first globally scalable solution for big brands SMBs and consumers to fight online hate speech quotGiven their social media presence SMBs are a tremendous ecosystem through which to scale efforts to drastically reduce hate onlinequot said Ivan Pollard former CMO of General Mills quotAnd we all know that passionate consumers have the ability to move mountains and change the world Together we will transform this initiative into a powerful global movement to combat online hate speechquotquotMarketers have a tremendous opportunity to make a difference for their brand their business and the world EngageResponsibly provides the opportunity for brands to drive positive change by reducing online hate speech and its harmful effects in the real worldquot said Raja Rajamannar Chief Marketing and Communications Officer MastercardquotBrands and businesses of all sizes along with platforms and consumers can all play a role in drastically reducing online hate speech EngageResponsibly empowers each of us to be a part of the solutionquot said Jacqui Stephenson Global Responsible Marketing Officer Mars WrigleyEngageResponsibly is being developed collaboratively with platformsamp8212Facebook TikTok YouTube Twitter and Snapamp8212led by the ANA within the GARM environmentquotThe EngageResponsibly program marks another milestone for the Global Alliance for Responsible Media39s continued progress to bring the industry together through action We39re looking forward to collaborating on educating consumers and small businesses on how to combat online hatequot said Samantha Stetson VP Client Council and Industry Trade Relations FacebookquotHate has no place on our platform At TikTok we continually work to maintain a supportive environment that enables our community to focus on what matters to them being creative finding community and having fun Our goal is to create a safe space where people support and lift each other up We are excited to continue our partnership with GARM and have an opportunity to support an initiative like EngageResponsiblyquot said Julie de Bailliencourt Global Head of Product Policy TikTokquotResponsibility is our number one priority and we are committed to working with the industry to build a sustainable and healthy digital ecosystem for everyone We have been actively partnering with GARM since its inception and we support their ongoing work to address safety online through initiatives like EngageResponsiblyquot said Debbie Weinstein Vice President Global Solutions YouTubequotEveryone has a role to play in keeping the digital ecosystem safe whether it39s a business or individual Never has it been more important to come together as one and continue to build on the momentum we have achieved thus far We look forward to expanding upon the work that is being done to combat online hate and ensure people and brands feel safe in all of the digital places they spend time onquot said Meg Haley Global Head Revenue Product Specialists TwitterquotWe are proud to join this firstofits kind industrywide effort to EngageResponsibly and unite around our shared commitment to fight online hate From the beginning we39ve tried to be thoughtful about the architecture of Snapchat and designed our products to prioritize communication between close friends and prevent opportunities for unmoderated content to get reach We believe we39re in a moment where tech companies need to take stock of their policies and the design of their platforms to strengthen the ability to detect combat and prevent hate speech at scale We are grateful to GARM and ANA for their leadership and look forward to identifying ways we can all do our part to create safer and healthier environments for our communitiesquot Nona Farahnik Yadegar Director Platform Policy SnapClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Advertising Industry Doubles Down on Commitments to Combat Online Hate Speech

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