Facebook to Shield Ads From Offensive Content

In a message posted on its Web site, the company wrote: “Our goal is to both preserve the freedoms of sharing on Facebook but also protect people and brands from certain types of content.”

“We know that marketers work hard to promote their brands, and we take their objectives seriously. While we already have rigorous review and removal policies for content against our terms, we recognize we need to do more to prevent situations where ads are displayed alongside controversial Pages and Groups. So we are taking action.”

Facebook said it would begin the manual review for pages containing sensitive content next week with a team of hundreds of employees in offices around the world.

The action comes a month after feminist groups campaigned for an improvement in Facebook’s process for identifying and removing pages that glorify violence against women. At the time, Facebook acknowledged that its procedures had not worked effectively. Activist groups sent more than 5,000 e-mails to Facebook’s advertisers and elicited more than 60,000 posts on Twitter, requesting the removal of pages featuring women who had been abused.

The protests caused Nissan and a number of smaller advertisers to temporarily withdraw their ads from the site. Other advertisers, including Zappos, Dove and American Express, stopped short of removing their ads but issued statements on digital media saying they did not support violence against women.

“The way you allocate your resources identifies what your priorities are,” said Soraya Chemaly, a writer and activist who was involved in the digital media campaign.

Ms. Chemaly said that since the protests in May Facebook had been “great” about removing content the groups flagged as offensive but that the procedure for removing such content had not been systematic. “Before you can remove the ads, you need to have an accurate assessment of what counts as controversial and that’s not happening now systemically,” she said.

Elisabeth Diana, a Facebook spokeswoman, said dealing with offensive content was something the company handled on a daily basis. “We take it really, really seriously,” she said, adding that the goal of the new procedure “won’t be as much content policing as there will be advertising policing.”

Removing the ads from such pages also removes a pressure point that activist groups have used to get media companies and advertisers to listen to their concerns. “They are hoping to dismantle the leverage,” Ms. Chemaly said. “From a business perspective that makes perfect logical sense.”

The company expects to automate the process of identifying such content after a manual review of thousands of its pages.

Trying to Be Hip and Edgy, Ads Become Offensive

Some of the biggest names in marketing, including Ford Motor, General Motors, Hyundai Motor, Reebok and PepsiCo, have been forced recently to apologize to consumers who mounted loud public outcries against ads that hinged on subjects like race, rape and suicide.

PepsiCo found itself meeting this week with the Rev. Al Sharpton and the family of Emmet Till — the teenager whose death in Mississippi in 1955 helped energize the civil rights movement — to try to quell multiple controversies involving its Mountain Dew brand.

“It’s like the Wild West,” said Paul Malmstrom, a founding partner of the New York office of the Mother ad agency.

Advertising experts offer a long list of reasons for the increasing frequency of such incidents, but the primary reason they keep happening, they say, is the growing anxiety on Madison Avenue to create ads that will be noticed and break through the clutter.

“It’s the pressure to create ‘viral’ advertising, the urge to get more views online, that leads people to push the envelope,” said Tor Myhren, president and chief creative officer at Grey New York. He added that another contributing factor was the focus on younger consumers. “There’s so much ‘How do we speak to millennials?’ in meetings,” he said.

The toll that those controversies are taking on the ad business is in some instances more than just embarrassment. Two senior creative executives at JWT India, including a managing partner, lost their jobs after the company produced fake ads for the Ford Figo hatchback that showed women bound and gagged in the trunk as celebrities like Paris Hilton and Silvio Berlusconi sat behind the wheel.

JWT apologized, as did Ford, although there was nothing to suggest that the carmaker had either approved or known about the fake ads.

The celebrities in the Ford India ads appeared without consent, but even instances where stars agree to work with a brand can be fraught with risk.

Those celebrities, particularly rappers and actors with images as rebellious rule-breakers and risk-takers, often appeal to marketers’ youthful target audiences and have huge followings on social media. That is what drew Mountain Dew to Lil Wayne, the rapper who signed a multimillion-dollar celebrity endorsement deal with the soft-drink brand last year. The brand severed ties with the artist last week, however, after the Till family took issue with an ad that referred to Till with vulgar lyrics sung by Lil Wayne on a remix of “Karate Chop,” by the rapper Future.

As part of its efforts, the family also brought attention to an offensive Mountain Dew video ad created by the hip-hop producer and rap artist known as Tyler, the Creator. The spot featured a battered white waitress trying to identify her assailant from a lineup that included African-American men and a goat. Mountain Dew dropped the ad on May 1.

On Wednesday at the PepsiCo offices in White Plains, company executives, including Frank Cooper, the chief marketing officer for global consumer engagement for Pepsi, and Till family members gathered for a private meeting with Mr. Sharpton.

In a telephone interview, Mr. Sharpton described the meeting as good and its tone as respectful. He said, “The family explained the pain that they have gone through since the killing” and Pepsi executives “repeated their apology and said they would have nothing to do with Wayne and his tour.”

In a statement, the Till family said: “We look forward to ongoing and meaningful collaborations which bridge the music community, corporations, grass-roots organizations and youth.” A representative from PepsiCo agreed that the meeting had been amicable but declined to provide details.

David Schwab, senior vice president at Octagon First Call, a division of Octagon, the sports and entertainment marketing agency, said that brands used stars “to build awareness and create differentiation.”

“But a celebrity who can be a difference maker can come with a high risk,” Mr. Schwab warned, meaning “there is more pressure on brands to be careful.”