“Disinformation is a subject to be taken very seriously, but we must be careful not to fall into censorship. Political correctness is not a criterion on which a brand can position itself, ”
insists Jean-Luc Chetrit, head of the Union des Marques (UDM).
In recent months, controversies have been linked on social networks to denounce advertisers who finance, sometimes in spite of themselves, content deemed anxiety-provoking.
Brands like Coca-Cola, Renault or Orange Bank are called upon by actors like the activists of Sleeping Giants (“the sleeping giants”), in order to withdraw their advertisements from certain sites (Breitbart or FranceSoir).
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Who are these “Sleeping Giants” who want to cut off funding to the media considered to be “anxiety-provoking”?
Beyond the ideological and political considerations that feed these debates, advertisers have been aware for several years that they must improve their mastery of the editorial contexts in which their advertisements are displayed.
Because, through the system of purchasing space for programmatic advertising, managed by a…
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