Addressing the crowd at Advertising Week Europe, Matt Brittin—Google’s president of business operations in Europe, Middle East and Africa—said: "This is a good opportunity for me to say sorry, this should not have happened, and we need to do better."
Client ads appeared on sites that contained “questionable or unsafe content,” according to Havas Group U.K. That prompted the agency to announce that it would put a temporary stop to paying for display ads on Google and YouTube.
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Britten also told the crowd:
It's true that some in the U.K. have seen the issue earlier, but customers … expect the same standards everywhere, so we are having conversations with global players. We have to comply with expectations globally, as well as complying with local law.
The issue started when several large organizations pulled advertising from Google and YouTube when their spots were attached to videos featuring extremist material, including a video from former Klu Klux Klan leader David Duke.
Google has said it’s taking immediate steps to correct the problem by looking at its policies, controls for advertisers and enforcement of flagging potentially objectionable content.
Google isn’t the only major ad platform to be facing such scrutiny.
Facebook and Twitter are seeing similar backlash, especially in Germany, where a proposed law would fine these companies for failing to promptly remove hate speech, fake news and inappropriate content.
“Facebook and Twitter missed the chance to improve their takedown practices,” Heiko Maas, Germany’s federal minister for justice and consumer protection, told The Guardian. “For companies to take on their responsibility in question of deleting criminal content, we need legal regulations.”
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