Unilever has ads from platforms like Google and Facebook is not threatened, if you have not done enough to police extremist and illegal content.
Unilever said the confidence of the consumers in the social media is now at a new low.
“We can create an environment in which our consumers do not trust what you see online,” said Unilever chief marketing officer Keith Weed.
He said it was acting in the interests of digital media companies, before “advertisers stop advertising.”
Mr. Weed said, could not support the company’s online advertising industry, where extreme-spread tables, fake messages, the exploitation of children, political manipulation, racism and sexism.
“It is very clear that the wave of consumer voices in the last few months, that people are increasingly concerned about the impact of digital on the well-being, democracy and the truth itself,” Mr. Weed said.
“This is not something that is pushed aside or ignored. “
Unilever has committed to:
No need to invest in platforms, not for the protection of children or to create a division of society
Invest in platforms that have a positive contribution to society
Combating gender stereotypes in advertising
Only partnerships with companies that create a digital infrastructure is responsible
According to the market research Institute, Pivotal, Facebook, and Google, 73% of digital advertising in the US accounted for in the year 2017.
During 2017, Google brought £4.4 bn in revenue from online advertising, while Facebook 1.8 bn collected £, according to eMarketer.
Experts in digital media say that more buyers by advertising the change to join Unilever’s track.
“The advertising ecosystem contains so many players, so for Facebook and Google, no dent in the profits you make, it will be necessary, many companies, not only put your hat in the ring, but also the follow through on these threats,” Sam Barker, senior analyst at Juniper Research, by the BBC.
The discussion of how online platforms to tackle unsavoury and extremist content is not new – it was from the increase in volume in the last few years.
At the World Economic Forum in Davos last month, Prime Minister Theresa May, the investors called on to put pressure on tech companies to address the problem, much faster.
In December, the European Commission has warned the likes of Facebook, Google, YouTube, Twitter, and other companies, it will consider legislation if the failure of self-regulation.
For their part, in 2017, both Facebook and Google announced measures to improve the detection of illegal content.
Facebook said it was to recognize the use of artificial intelligence, images, videos and texts in connection with the terrorism, as well as clusters of fake accounts, while Google announced that they would be willing, more than 10,000 employees for the elimination of violent extremist content on YouTube in the year 2018.Slow Response
“Facebook and Google are asked to answer to the fake news, brand safety and content, by hatred, or extremism, it was very slow,” Karin von Abrams, principal analyst at eMarketer, told the BBC.
“Yes, you are now the solution to these problems, but you should have been faster, money in these things. The efforts you make, are not enough at the moment to weed out these comments and content.”
Ms Abrams said that many feel in the digital media industry, the tech-giant, swung the balance of power in the global advertising space in the first line in your favor, and that the balance needed to be eliminated.
However, despite their substantial power, it does not have the feeling that the likes of Facebook and Google could afford to anger enormous commercial organizations, advertising with multi-billion-pound budgets.
“In the current situation, advertisers would lose,” she said. “Maybe we reached a turning point – fast moving consumer goods companies pursue this…you can not check the erosion of consumer trust in their brands.”
The BBC contacted Facebook and Google for comment and is waiting for a response.