Christchurch shooting: growing pressure to pull social media advertising

Social media platforms are facing the threat of an advertising backlash following the Christchurch terror attack.

Social media platforms are facing the threat of an advertising backlash following the Christchurch terror attack.

Association of New Zealand Advertisers chief executive Lindsay Mouat said he was aware of companies that had already pulled spending from social media sites or were in the process of doing so.

“Businesses are asking if they wish to be associated with platforms unable or unwilling to take responsibility for content on those sites,” ANZA said in a joint statement with NZ’s Commercial Communications Council.

Mr Mouat said he was also aware of Australian businesses that had been approached by NZ subsidiaries to consider pulling spending from social media platforms.

“We are asking advertisers to consider where their money is invested,” Mr Mouat said.

“They will make individual choices but we recognise economic influence seems to have greater sway than regulation.”

ANZA and the CCC said social media sites had a responsibility to effectively moderate content on their sites following the live-streaming on Facebook of part of last Friday’s terror attacks on two Christchurch mosques that killed 50 people.

“Events in Christchurch raise the question: if the site owners can target consumers with advertising in microseconds why can’t the same technology be applied to prevent this kind of content being streamed live?” Mr Mouat said.

His comments are the latest criticism of the role social media played in broadcasting the terror attack live to an international audience. Facebook said on Sunday it had removed 1.5 million copies of the video and was continuing to work with authorities to find and remove other copies. Google has removed thousands of copies after the video was uploaded to its YouTube video sharing site.

Prime Minister Scott Morrison questioned if Facebook could continue to be used safely after previously assuring authorities it could.

Opposition Leader Bill Shorten accused the platforms of publishing material that would not be allowed in traditional media outlets.

The Australian Communication and Media Authority has launched an inquiry into broadcasters who showed video allegedly filmed by the Christchurch gunman as last Friday’s attacks unfolded.

Accused gunman Brenton Tarrant allegedly live-streamed the attack on two Christchurch mosques on Facebook and several broadcasters — including Nine and Sky News — have been criticised for using some of the violent footage.

The inquiry will consider if commercial and subscription broadcasters used any of the live-streamed footage of the shootings.

“The ACMA is also concerned about content made available or linked to on broadcasters’ websites. The ACMA is in contact with the Australian Press Council as it reviews coverage of the attack,” a spokesman said.

News Corp Australia said last night it would give full co-operation to ACMA and any other proper inquiry into coverage of the Christchurch massacre.