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Tech & ScienceSocial media firms team up with advertisers to fight online harms

12:50  18 june  2019
12:50  18 june  2019 Source:   msn.com

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Social media giants including Facebook and Google have formed a new alliance with brands and ad agencies in a bid to crack down on harmful material online . A total of 16 brands, including Unilever, Diageo and Procter & Gamble, have signed up to a new working group that will lobby publishers and

Major marketers, social - media giants and advertising -agency groups have formed a coalition to tackle hate speech, bullying and divisive fake content online . The companies said the effort, called the Global Alliance for Responsible Media and announced during the ad industry’s annual Cannes Lions festival

Social media firms team up with advertisers to fight online harms © Getty Social media giants including Facebook and Google have formed a new alliance with brands and ad agencies in a bid to crack down on harmful material online.

A total of 16 brands, including Unilever, Diageo and Procter & Gamble, have signed up to a new working group that will lobby publishers and platforms to remove harmful and misleading content and “rapidly improve” digital safety.

Founded by the World Federation of Advertisers, the so-called Global Alliance for Responsible Media also includes agencies such as WPP, Publicis and Omnicom, alongside Facebook, Google and Twitter.

The industry-wide initiative, which was unveiled at Cannes Lions festival, comes amid growing concern that the quantity of harmful, extreme and fake material online is damaging trust in advertising.

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Ben Wallace, the security minister, says a Conservative government would consider financial penalties to force tech firms to act.

The social network will also launch a UK-specific tool that lets British users easily and quickly flag ads they believe to be scams. It will be backed up by a dedicated internal team to handle the reports. “Google and the rest of you – online advertising has to stand up and take some responsibility.”

Social media firms team up with advertisers to fight online harms © Getty Earlier this year a string of major brands such as Nestle and Disney pulled advertising from Youtube following claims their adverts appeared alongside child exploitation videos.

“For far too long, issues with trust in our industry have been managed one conversation at a time,” said Gerry D’Angelo, global media director at Procter & Gamble.

“Now for the first time, the formation of this alliance is an opportunity to harness our collective efforts for the greater good.”

The new group has pledged to meet regularly and report back on its progress to the industry. The first meeting is scheduled to take place tomorrow in Cannes.

Gallery: Social media pet peeves: are you guilty of these? (StarsInsider)

Social media firms team up with advertisers to fight online harms
The alliance marks the latest effort by social media firms to demonstrate their commitment to tackling the problem of online harms amid growing calls for regulation.

The government has unveiled plans for a new regulator with powers to fine or even ban internet firms if they fail to properly police the material posted to their platforms.

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“Threats on social media are real threats, and if those making them knew there would be consequences, they might make different decisions. As it is, reporting Twitter harassment is fruitless and blocking a user just puts a bigger target on your back.”

Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. With the emergence of digital advertising technologies, many firms have begun to continuously post-test ads using real-time data.

Last week the Chartered Institute of Marketing warned brands should “carefully consider” whether they should continue to advertise on social media.

Carolyn Everson, Facebook’s vice president of global marketing solutions, said: “I applaud and support the leadership of the alliance for this collaboration to do more for the people we serve.

“We are resolute in our commitment to provide a safe community, and we know we can’t do this alone.”

MSN are empowering Women In Sport this summer. Find out more about our campaign and the charity fighting to promote the transformational and lifelong rewards of exercise for women and girls in the UK here.

Complaints about gambling firms rocket 5000% in five years.
Customers are complaining in record numbers about Britain’s gambling firms, with an eye-watering 5,000% surge in complaints in just five years. The head of the UK’s betting watchdog said it was a “good sign” gamblers were complaining to the regulator and expecting more from betting firms. The Gambling Commission received 8,266 complaints about companies last year, with most reported to be about firms not paying out and issues for problem gamblers. The number is around 50 times higher than the 169 complaints made in 2013, according to figures obtained by the BBC’s Panorama for a programme on Monday night.

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