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Diageo teams up with advertisers, digital media to launch online safety alliance

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Diageo is one of 16 global advertisers to launch an alliance that aims to protect both consumers and brands from online safety issues such as hate speech and bullying.

The alliance, which Diageo helped announce this week, aims to tackle hate speech and bullying online

The alliance, which Diageo helped announce this week, aims to tackle hate speech and bullying online

The Global Alliance for Responsible Media will push for increased safety online and challenge the more negative aspects of social media, the organisation said yesterday at its launch in Cannes. Media companies including Facebook and Google are also members of the body, allowing for better communication between advertisers and the platforms that carry digital advertising.

Speaking from Cannes, which is currently hosting the Cannes Lions advertising exhibition, the alliance said it wants a media environment where "hate speech, bullying and disinformation is challenged, where personal data is protected, and used responsibly when given, and where everyone is, especially children, better protected online".

The group will hold its first meeting today.

The move follows a number of instances in which global companies have had their brands affected by issues surrounding social media. In 2017, Diageo pulled all of its advertising from YouTube after an investigation found ads for its spirits brands appearing alongside footage deemed inappropriate for and exploitative of children.

The alliance was founded by World Federation of Advertisers members including Diageo. Other co-founders are Adidas, Bayer, BP, Danone, General Mills, GSK Consumer Healthcare, LVMH, Mars, Incorporated, Mastercard, Mondelez International, NBCUniversal, Nestlé, Procter & Gamble, Shell and Unilever.

Media companies include Google, Facebook, Teads, TrustX, Twitter, Unruly, and Verizon Media.

Isabel Massey, global media director at Diageo, said: "We take our role as a responsible marketer very seriously, as do many others, which means there's no better time to move the industry forward collectively."

Earlier this month, Diageo launched a responsible-drinking campaign in Europe in a new partnership with music channel MTV.

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