By Jack Neff

Big media players like Unilever and Procter & Gamble Co. have been talking plenty about making media more responsible. Now they’re getting more people to talk. The marketers are launching the Global Alliance for Responsible Media alongside 14 other global advertisers, the five leading agency holding companies and media companies that include Google, Facebook and NBC/Universal.

The Alliance will begin with an announcement session at WPP Beach in Cannes on Tuesday morning. Advertisers involved also include Adidas, Bayer, BP, Danone, Diageo, General Mills, GSK Consumer Healthcare, LVMH, Mars, Mastercard, Mondelez International, Nestle and Shell.

Media participants also include Teads, TrustX, Twitter, Unruly and Verizon Media (Fox has a Bungalow nearby down the Croisette, but hasn’t signed on yet.)

Industry organizations have climbed on board too, including the Association of National Advertisers, 4A’s, Interactive Advertising Bureau, ISBA, Mobile Marketing Association, Coalition for Better Ads, Effie Worldwide and World Federation of Advertisers.

After Tuesday’s announcement, the first formal meeting happens Wednesday in Cannes. In a release, the group cryptically says its first order of business will be to form “an inclusive working group charged with prioritizing a set of concrete steps already under consideration.”

Of course, some of the alliance’s media members have been called out plenty of late for being less than responsible.

The New York Times in recent weeks has done deep dives into how YouTube’s algorithms help lead people down the video rabbit holes of pedophilia and far-right extremism.

Alexander Nix, the former Cambridge Analytica CEO who allegedly mined Facebook data illicitly to influence the 2016 U.S. presidential election, among other things, is on the Cannes agenda later in the week.

Eric Feinberg, founder of the Global Intellectual Property Enforcement Center, whose system ferreted out some of the problems on Facebook and Instagram that P&G Global Brand Officer Marc Pritchard cited in an April speech calling for media responsibility, keeps finding more issues. On Monday, he emailed a link to a video made by the perpetrator of the March mass murder at a New Zealand mosque, which has remained up on Facebook for three months. In recent months, he’s also found cases of two other executions housed on Facebook for days or weeks before they were taken down, along with ads for illicit drugs.

In a Monday panel held by MediaLink, a unit of Cannes owner Ascential, John Gerzema, CEO of the Harris Poll, said Facebook’s ratings on “trust and respect” plummeted 43 percentage points in the past year in the firm’s brand reputation tracking survey amid bad press on brand safety and privacy issues. “It actually fell faster than Wells Fargo,” Gerzema said. “It’s the biggest fall for a brand in the 20 years of our data.”

But he said the poll also found people hold brands twice as responsible for the content surrounding ads as they hold media companies, putting more pressure on advertisers.

‘The status quo is untenable’

Certainly the big digital players are listening–though it’s not clear they can truly fix the problems.

In a statement announcing the alliance, Kirk Perry, a former …read more

Via:: Ad Age B to B