Social media sites facing ad backlash from banks over Christchurch

Google, YouTube and Facebook face an advertising backlash after the Christchurch massacre went viral on their platforms.

Google, YouTube and Facebook face an advertising backlash after the Christchurch massacre went viral on their platforms and as they prepare to meet Scott Morrison to discuss their response.

Banks led by the New Zealand branches of the big four have suspended advertising on various social media platforms.

A spokeswoman for ASB Bank, owned by the Commonwealth Bank of Australia, said it suspended advertising on Facebook on March 15.

The bank was in talks at an “industry level about what a longer term approach may look like”.

The talks are being led by the Association of New Zealand Advertisers and its chief executive Lindsay Mouat, who said last week businesses were questioning if they wanted to be associated with platforms that were “unable or unwilling to take responsibility for content on those sites”.

Westpac NZ has suspended all advertising on social media until further notice, including Facebook, and has sought talks with social media companies about the publishing of harmful content

“We monitor the platforms and programs we use to communicate to ensure they meet the appropriate standards,” a spokesman said.

A spokesman for ANZ said it was seeking discussions with social media organisations about what changes can be made to limit misuse of their platforms.

The backlash appeared to be limited to New Zealand, with Australian Association of National Advertisers chief executive John Broome telling The Australian he was not aware of local companies withdrawing or reducing their spend on social media platforms in the wake of the Christchurch tragedy: “But that does not mean advertisers are unconcerned.

“No advertiser would wish to be associated with violence, hate speech or extremist views.

“It is a global problem and the World Federation of Advertisers, of which the AANA is a member, has made it clear to the social media platforms they must address as a priority their ability to moderate content and provide a safe environment.”

The commercial pressure is just one area of increased scrutiny being applied to the tech platforms. Others include new penalties for breaching data privacy, an Australian Competition and Consumer Commission inquiry into their impact on traditional media and the prospect of regulation in line with traditional broadcasters and other publishers.

The federal government is expected to announce a massive increase in fines — from $2.1 million to hundreds of millions of dollars — for tech companies that fail to protect data or repeatedly flout privacy laws.

However, the companies had a small win last week when the government shelved plans announced last year to introduce a digital services tax that would have claimed a share of revenue rather than profits.

Tomorrow the platforms and the telecommunications companies are due to meet with the Prime Minister, Attorney-General Christian Porter and Communications Minister Mitch Fifield to explain their response to the Christchurch shootings.

Mr Morrison and Opposition Leader Bill Shorten last week called for tech platforms to take more responsibility for preventing hate speech on their platforms and highlighted the speed with which they can address commercial challenges.

Australia’s biggest bank, CBA, and Coles and Woolworths were among advertisers that suspended advertising on YouTube last month after comments posted on videos with children were linked to predatory behaviour.

Travis Holland, lecturer in communication and digital media at Charles Sturt University, said commercial pressure such as withdrawing advertising could be a more effective means of getting the profit-driven tech giants to moderate their behaviour.

“I think the question for the big social networks isn’t really about whether we censor or remove particular posts but what kind of environment they’re fostering for hate speech. Are they allowing a fertile ground for those things to take place? If they are, then what is the expectation on them to change their practices?