Concerns over inappropriate content have risen despite Google coming off a year in 2016 when it "removed over 100,000 publishers from our AdSense program, and prevented ads from serving on over 300 million YouTube videos", as Google U.K. Managing Director Ronan Harris said last week.
"We know advertisers don't want their ads next to content that doesn't align with their values", Google's chief business officer Philipp Schindler said in a post on the internet giant's blog.
Brands including HSBC, UK retailer Marks and Spencer and L'Oreal have pulled advertising from YouTube over the past few days, while agency group Havas has paused ads from UK clients including Domino's Pizza and Hyundai Kia pending discussions with Google.
The inappropriate contents include videos from former Ku Klux Klan leader David Duke, the report stated. We'll introduce new account-level controls to make it easier for advertisers to exclude specific sites and channels from all of their AdWords for Video and Google Display Network campaigns, and manage brand safety settings across all their campaigns with a push of a button. It has now chose to take control and will apply the same tactics to YouTube as well - where it will entirely remove content from the platform if it violates its updated policies.
Their action does not only end with ads on YouTube, but affects Google search as well.
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Google executives also spoke to the United Kingdom government last week over concerns that adverts for taxpayer-funded services were found next to extremist videos during an investigation by The Times.
Google is also moving to ensure that impersonators of other channels are unable to host advertising, while YouTube takes a "hard look" at its current community guidelines. Although Google has "strict policies that define where Google ads should appear...at times we don't get it right".
Google Europe boss Matt Brittin yesterday apologised for the debacle and said the tech giant "needs to do more".
"It is completely unacceptable that Google allows advertising for brands like the Guardian to appear next to extremist and hate-filled videos".
Brittin was given three chances to state Google would actively seek out extremist content rather than exclusively investigating users' flagging inappropriate material like the YouTube videos, but declined to go that far with the apology and statement. Adding fuel to the fire: Google's growing share of digital advertising. The Google executive also promises to hire "significant numbers of people", as well as bring in new AI-powered tools, to increase the company's capacity to review questionable content for advertising. For large marketers, even one ad placed next to extremist content can cause harm to a brand, he said.