Unilever threatens to reduce digital ad spend

Unilever threatens to reduce digital ad spend

Unilever is threatening to pull its ads from any platform, including Facebook and Google, that allows “toxic” content.

Keith Weed, Unilever’s chief marketing officer, said the company — which owns numerous well-known consumer-packaged goods (CPG) brands including Ben & Jerry’s, Dove, and Lipton — will not invest in platforms that create division in society, do not protect children, or promote fake news.

Unilever spent over $9 billion in advertising in 2017, second only to Proctor & Gamble, which spent over $10 billion.

The company is taking a firmer stance on brand safety and is willing to work with social giants to come up with a solution.

BI Intelligence analyst Kevin Gallagher has the full story.

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