The move to boycott advertising on YouTube has crossed the Atlantic, with brands in the US now also pulling their messaging from the video platform. Big names such as AT&T, Walmart and Pepsi joined companies from Europe, including the BBC, The Guardian, Audi, L'Oréal and Toyota, in walking the talk when it comes to brand safety. The discontent comes after The Times reported that advertising from big name brands is appearing on YouTube alongside videos espousing hate speech, racism and even terrorism. Let’s be clear, content such as this should not feature on a public platform such as YouTube, especially with the values professed by its parent company, Google. But not as widely discussed is the lack of responsibility from the advertising agencies to protect the brand values of the companies whose campaigns they have booked. YouTube receives approximately 400 hours of new video footage every minute and, though still not acceptable, it’s easy to see how offensive content can slip throu...

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