Did you know that a lack of information integrity, caused by things like misinformation and disinformation, pose the biggest risk to society over the next two years? More than war, climate change or inflation?
And did you also know that the advertising industry is part of the reason why?
Thankfully, there’s a different way. That’s why I co-founded the Conscious Advertising Network. We’re a group of over 190 members that exists to build an industry where effective advertising works for everyone.
What’s happening right now?
Brands are proving that fake news pays. Their ad budgets – often without them knowing – are being used to monetise individuals and organisations that spread false information. But this is not just an online problem. The effects are spilling onto our streets, too.
In the summer of 2024, riots were sparked across the UK after a ‘news’ (read made for advertising) site that specialises in misinformation falsely posted the name of the Southport knife attacker. They claimed the perpetrator was a Muslim immigrant, fuelling days of unrest.
Whenever there is a catastrophic weather event that is unequivocally caused by climate change, the same sort of people spread information that is unequivocally false. For example, claiming that wildfires are a result of arson, not made more likely due to the effects of climate change. (Climate change does not light the match, it makes the conditions more likely).
Online media’s oxygen comes from advertisers. Without our money, false information wouldn’t be profitable – and would not spread as far and fast as it does.
What does this mean for the ad industry?
The average campaign that uses programmatic tech appears on on 44,000 websites. How can we possibly know where our ads are going and what they are incentivising?
Too often, we’re supporting low quality, dangerous content. And getting ripped off in the process. For every $1 put into programmatic ads, just 36 cents’ worth actually reaches a human being.
Programmatic providers choose which content is suitable for monetisation and what gets blocked. And they choose to block 70% of the most shared stories on climate change. The money that isn’t getting spent on these articles has to go somewhere. Which explains why $2.6bn a year is spent on websites that spread disinformation.
All this means we’ve helped to create an outrage economy. And it’s making our ads less effective. Research shows that 85% of people would be less likely to buy from a brand whose ads appear next to conspiracy theories or misinformation. 89% say they’d be less likely to buy if ads were seen next to racist content.
And crucially, they are seeing ads next to content like this. Misinformation travels faster and wider than the truth online, meaning there’s a high chance that, if you’re not taking steps to avoid it, you’re appearing next to it.
The result? Social unrest that is bad for business and society. The effects of funding low-quality, dangerous journalism is felt on the streets, and in our wallets too. After major social unrest, GDP falters. We’re all worse off.
Change is both desperately needed, and completely possible.
What can we do about it?
The good news is, responsible media investment can help stop brands funding lies and hate, today. And it’s not a choice between responsibility and revenue. Being more mindful of where your digital ads are shown is good for growth, too.
At Media Bounty, we’ve built a media model that centres around this essential trust, accountability and transparency. Our team make every pound count – rather than watching it our clients’ budgets wash into the depths of the internet.
The big platforms need our money, so we have a right to demand to know where it, and our ads, go. That’s why we all have the right to demand transparency. Agencies and advertisers deserve to know where budgets are going. Making sure they’re supporting high-quality journalism, reaching the right audience in the right way.
Of course you can also become a member of CAN. It’s completely free to join.
I’m working with members to help them take back control of the supply chain, and ensure transparency. We’re seeing a shift from exclusion lists, to inclusion lists. Giving brands a laser focus on supporting high-quality journalism in high-quality environments. Despite a fall in reach, many have seen an increase in brand equity and sales.
Finally, pick your work partners like you choose your life partners. At Media Bounty, we’ve incubated both CAN and ACT Climate Labs, a project that arms NGOs and other climate-friendly organisations with the skills they need to make their sustainable messaging land.
We apply our specialist expertise to creative challenges every single day. Our media offering is fully transparent, meaning that you can be sure to know where your money is going, and that it’s going as far as possible.
Get in touch on hello@mediabounty.com if you’d like to chat more. We’d love to hear from you.
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