March 23, 2017: No doubt you have come across news about Google (YouTube) in both the U.K. and U.S., as the display of advertising adjacent to extremist videos and other content not safe for brands has resulted in some advertisers pulling or pausing their campaigns within YouTube and Google Display Network.

Additionally, ISBA (ACA’s counterpart in the U.K.) has issued the following guidance:

“ISBA urges Google immediately to review its policies and controls on the placement of advertising and to raise the bar to eliminate the risk of brands being damaged by inappropriate context. Whatever Google’s editorial policy, advertising should only be sold against content that is safe for brands.”

ACA recognizes advertisers have different levels of risk they are willing to undertake for their media buys. However, all advertisers need better tools to manage these risks and deploy media audits with their media agencies. We recommend members review their digital advertising risk policies and contact Chris Williams, VP, Digital at 416-964-1538 for guidance about auditing your digital media buys.

ACA has raised the issue with Google earlier this week with the following statement:

“The Association of Canadian Advertisers urges digital ad platforms to increase their efforts to make their advertising markets safer for media investments. We urge Google and others that rely on user-generated content to review their policies and controls on the type of editorial in which advertising is placed and to eliminate the risk of brands being damaged by inappropriate context. We recognize digital platforms provide their members communication services for free. However, advertisers must be given choice and control over where their ads appear.

ACA encourages Google and other platforms to put a priority on brand safety over speed-to-monetization, ensuring uploaded videos and editorial is quarantined until properly vetted and categorized before being offered as context for advertisers. Additionally, we expect a thorough review of internal systems, process and controls that enable advertiser’s and their agencies greater transparency, control and accountability over their media transactions.”

Google Canada has indicated they have received our message.

If you have any questions or concerns, don’t hesitate to contact me.

Ron Lund
President & CEO
(416) 964-0700 |