As the Wall Street
Journal reports: “Several companies suspended advertising on
YouTube following a report documenting material on the video service
that sexually exploits children” [1].
The key points are as
follows:
- High profile brands Disney, ATT&T, Nestlé, McDonald’s & Hasbro, are withdrawing their ads from YouTube due to reports that child predators have attached themselves onto video pages featuring young children - often young girls, and are writing inappropriate remarks in the comments section
- AT&T stated that it is removing all its ads until Google is in the position to protect its brand from such deplorable content
- YouTube has apparently sent its advertisers a memo outlining the changes it is implementing changes to help protect brands [2].
An AT&T
spokesperson informed CNBC, that “Until Google can protect our
brand from offensive content of any kind, we are removing all
advertising from YouTube.” The company originally pulled its entire
ad spend from YouTube in 2017 after revelations that its ads were
appearing alongside offensive content... but resumed advertising in
January [2].
Image credit: The Street
YouTube refused to
comment on any particular advertisers, but issued a statement: “Any
content - including comments - that endangers minors is abhorrent and
we have clear policies prohibiting this on YouTube. We took immediate
action by deleting accounts and channels, reporting illegal activity
to the authorities, and disabling violative comments” [2]. But haven't
we heard this before?
Way back in 2013,
Google adjusted its search algorithm in order to block any
exploitative content showing up on both YouTube and Google searches.
However, it is clear that even in these days of high tech, YouTube
has still not been able to find a means to effectively deal with
apparent predators on its platform, and the years of public concern
seem to have fallen by the wayside. In fact, YouTube’s recommended
algorithm is helping predators’ connect with each other, swap
contact information, and get links to forbidden content in the
comments section. Reporters from “The Verge tried to recreate the
situation multiple times, and through each experiment, discovered it
took six clicks or less to find videos with predatory comments in the
comment section” [3].
The global platform
noted that it is suspending remarks on millions of its video's
comments sections which “could be subject to predatory comments”
[2]. It is also rendering it more difficult for “innocent content
to attract bad actors” [2] via adjustments in discovery algorithms,
ensuring that adverts are not being shown on videos which could
magnetise this kind of behaviour; and deleting accounts “that
belong to bad actors” [2]. Moreover, if warranted, it is informing the authorities [2]. But with the kind of mega profits that YouTube
makes, does it not beggar the questions: Why have these
aforementioned practices not been a continual process? And why has
YouTube waited until it risks losing millions of dollars in
advertising revenue? YouTube is mainly reliant on ad revenue-sharing
arrangements with its content partners [3], so let us take a look at
what is at stake, by reviewing the figures from Statista. In 2018,
YouTube's projected net revenue from ads for the US alone, was 3.96
billion dollars [2].
Image credit: Statista
Image credit: The Street
YouTube's massive
ad-targeting abilities, which are facilitated by its own consumers'
data, plus Google-enabled outside data, have sent the platform
rocketing sky high. - As has its investment in the construction of
high grade measurement tools. These enable companies to ascertain the
video advertisement's impact on various elements such as: product
awareness, and consumers' attitudes towards the brand selling it [3].
- So, there are high grade measurement tools in place for financial
gain, but where are the high tech measures to search out predators,
and prevent any risk to children and young teenagers?
Not All Video
Streaming Services Are Irresponsible
One of the positive
aspects about public outcries over offensive content and comments, is
that it often changes things for the better. For example, other video
platforms sit up and take note, and if they do not already have the
latest stringent measures in place, then they adopt them post haste. Moreover, emerging digital media companies, which are the new kids on the
block, have seen what has gone on before, and been able to have a
robust strategy in place right from the get-go. OONA Free Mobile TV
is a case in point.
OONA – Leading By
Example
OONA OTT TV is a next
generation cutting-edge ad-based platform which offers live and VOD
TV on-the-go, anytime, anywhere, or on a television via OONA app
casting. - It offers users hundreds of free top international and
local channels, and even rewards them with a virtual currency just
for watching the content they love. It is currently set up to provide
its unique service to 185 million Indonesians, and is well on route
to offer the same to billions of consumers in other parts of Asia,
the US, South America, the Middle East, Africa and Europe.
The founder and CEO of
OONA, leading digital strategist, Christophe Hochart, regularly
lectures and discusses the very important subject of protecting
minors from inappropriate videos, comment sections and chat rooms, at
Western University, and at various conferences around the world,
where he is a key speaker. He ensured that the Parental Control
function was integrated into the OONA app right from stage one.
Further, the company has AI technology in place, and trained
moderators who work around the clock to ensure that there is no
unacceptable content. This should be the case with all online video platforms.
References
[1]. Haggin, Patience &
Vranica, Suzanne (2019). “Nestlé, McDonald’s, Others Pull Ads
From YouTube.” Wall Street Journal.
https://www.wsj.com/articles/nestle-mcdonalds-others-pull-ads-from-youtube-11550705643
Accessed 9. Mar. 2019.
[2]. Haselton, Todd &
Salinas, Sara (2019). "As fallout over pedophilia content on
YouTube continues, AT&T and Hasbro pull all advertisements.”
CNBC.
https://www.cnbc.com/2019/02/21/att-pulls-all-ads-from-youtube-pedophilia-controversy.html
Accessed 9 Mar. 2019.
[3]. Alexander, Julia
(2019). “YouTube still can’t stop child predators in its
comments.” The Verge.
https://www.theverge.com/2019/2/19/18229938/youtube-child-exploitation-recommendation-algorithm-predators
Accessed 9 Mar. 2019.
[4].
Jhonsa, Eric (2018), “How Much Could Google's YouTube Be Worth? Try
More Than $100 Billion.” The Street.
https://www.thestreet.com/investing/youtube-might-be-worth-over-100-billion-14586599
Accessed 9 Mar. 2019.
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