Advertisers Must Keep Facebook Under Control – Otherwise

As COP26 began in Glasgow earlier this month, the global advertising community took stock of what it could do to help mitigate the worst effects of climate change. Since the advertising industry has been a driving force behind consumerism and consumption in the past, it also has a very important role to play in the future.

While various professional advertising and marketing bodies around the world have organized their own conferences and webinars to coincide with COP26, the UK but pan-European organization called Conscious Advertising Network (CAN) has launched a petition to major social media companies. calling on them to eradicate climate misinformation that he says is rampant on their platforms.

As some of this misinformation was circulated by the usual bonkers climate deniers, it became increasingly clear that more sophisticated actors began to use these platforms to advertise and peddle their views, most of which originate from the principle that climate change is a big big hoax.

Research by Stop Funding Heat, a group that is concerned about how certain media outlets reinforce these views, whether intentionally or not, shows that many of these ads had appeared on Facebook in the months leading up to COP26. . In other words, CAN argues that Facebook profited from posting misinformation and that its AI-based access control processes failed to detect them.

Now where have we heard this before?

If we go back a few weeks to early October, Frances Haugen, a former Facebook product manager turned whistleblower, opened a box of worms for the platform when she claimed the company put profits before the public good. She also said that “the version of Facebook that exists today is tearing our societies apart and causing ethnic violence around the world”. However, perhaps the most damaging claim she made was that the company was aware of the damage Instagram was causing to the mental health and well-being of adolescents, but did nothing to address it. .

Haugen is by no means the first person to try Facebook, and she certainly won’t be the last. Cyber ​​psychologists, former founders and investors, politicians and presidents, suicide prevention experts, data protection authorities and civil rights organizations have all had reason to complain about Facebook at some point in the past 10 years. years. One voice that has been conspicuously absent from the debate is the advertising industry.

Apart from the recent CAN petition and two separate and temporary boycotts in 2020 to coincide with the Stop Funding Hate initiative and in 2019 after live streaming the Christchurch Mass Murder the advertising industry has largely refrained from passing judgment on Facebook. This is quite extraordinary for an industry that constantly dines for social purposes and talks a lot about authenticity and transparency. Could it be that the two are so co-dependent on each other that they both have a lot to lose?

On the one hand, Facebook is almost entirely dependent on advertising. In 2020, for example, it generated $ 84.2 billion (€ 74.2 billion) from advertising alone. That’s a lot of advertisers and advertising agencies to which he is indebted.

Indeed, many of the large international ad networks, consulting firms and their affiliates are also beholden to digital platforms like Facebook and Google. Indeed, it would be difficult to find an international network or a consulting group that does not have Facebook, Google or one of the other digital platforms or their subsidiaries as a client.

So not only are these digital giants the beneficiaries of the substantial investments made in advertising, but they are also big spenders when it comes to marketing and advertising their own products. Knowing which side his bread is buttered on, is it any wonder that the advertising industry has kept a relative schtum for so long?

Frances Haugen’s recent revelations on Facebook, however, were compared by many at one point to Big Tobacco. It’s a fitting analogy. Surely the advertising industry needs to know what’s coming next?

Brennan joins Allianz

Allianz has appointed Mark Brennan as the new Head of Marketing, responsible for both its business-to-consumer (B2C) and business-to-business (B2B) operations. Brennan joins the company from AIB where he was also responsible for marketing. He also worked with the bank branch EBS, where he was responsible for the brand, while having gained some experience in the main London agencies Tribal DDB and adam & eve.

Perfect results

After a busy few months on the pitch front, Omnicom Media Group took over the media buying, planning and SEO account for Aer Lingus, owned by IAG, while BBDO Dublin took over the creative account for the broker. online Chill Insurance.

Omnicom succeeds Carat, owned by Dentsu, while, until recently, Chill Insurance managed its own advertising and marketing in-house.


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