Unilever's warning to tech giants: Drain the swamp or lose advertising

Facebook founder Mark Zuckerberg has promised to tackle fake news

"As a brand-led business, Unilever needs its consumers to have trust in our brands", reads Weed's speech.

Unilever said consumer trust in social media is now at a new low.

Unilever has scaled back advertising overall since April 2017 to cut costs.

What do Tesco shoppers think about Marmite Unilever Brexit row? "They do care about fraudulent practice, fake news and Russians influencing the US election". And they are unhappy about it, to the point where they're expected today to issue an ultimatum to Facebook and Google: Clean your house, or else. Unilever is particularly disturbed by its ads showing up in videos that sexualise and exploit children. Last year Procter & Gamble (P&G) issued a similar warning before cutting $100 million of its digital ad spend without any negative impact on sales. "It may be we're reaching a tipping point - fast moving consumer goods companies will pursue this...they can not not consider the erosion of consumer trust in their brands". United Kingdom news outlets The Telegraph and the Financial Times were among the first to report on Unilever's plans.

"It is in the digital media industry's interest to listen and act on this before viewers stop viewing, advertisers stop advertising and publishers stop publishing".

"If you still have to sell products, where you advertise your products matters a lot, and unfortunately, we have a world where Facebook and Google own all the data and all of our attention", he said.

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At the World Economic Forum in Davos last month Prime Minister Theresa May to tackle the problem much more quickly.

"Facebook and Google's response to fake news, brand safety and content prompted by hate or extremism has been very slow", Karin von Abrams, a principal analyst at eMarketer told the. "They expect them to understand and know where their brand is being seen", said Liz Miller, the CMO Council's senior vice president. It only wants to collaborate with organizations that provide a better digital infrastructure. "There was a time when social networks could do anything they wanted".

In October, Unilever itself faced heavy criticism after an ad for its Dove body wash showed a to reveal a white woman.

It may be a coincidence, but Keith Weed has just been awarded the Global Marketer of the Year award by the World Federation of Advertisers (WFA), an achievement bestowed unto him by his colleagues.

Craig Tuck, Managing Director, UK, at from RhythmOne, said: "Various social giants have been publicly scrutinised for serving ads against inappropriate content recently and Unilever is another example of a brand reviewing their strategy to ensure they remain trusted".

As reported on CNN and other sites, Unilever will decry the lack of transparency in digital advertising and use its $9.8 billion annual marketing budget to force change.

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