Facebook marketing campaigns have been suspended by major
advertisers after their ads were posted near offensive posts. Major companies
that have suspended include Nissan and Nationwide. The positioning is
highlighted the risks of a new form of targeted advertisers.
This suspension follows complaints raised by Twittter and women’s
rights organizations over the publication of misogynistic content which
includes dubious images of women on the social networking site.
Targeted advertising identifies that a person is likely to buy a
particular product, and then automatically places ads for that product on whatever
page he or she visits.
Adverts for Japanese carmaker Nissan, Nationwide, the UK's largest
building society, Unilever's Dove skincare brand, were automatically placed
next to the offensive images that Facebook users either sought out or stumbled
upon accidentally. To the companies' embarrassment, screenshots juxtaposing the
misogynistic images with their products were then widely circulated.oen
Nationwide said it had pulled its Facebook adverts pending
resolution of the situation. Dove said it was working with Facebook to have the
offensive content removed and "refine our [ad] targeting terms in case any
further pages like these are created".
The backlash "feels like a watershed moment for
Facebook", said Christian Purser, head of digital at ad agency M&C
Saatchi. "They do have to take responsibility for content if they are to
continue growing their advertising."
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