Association of National Advertisers (ANA) and the Global Alliance for Responsible Media (GARM) announced plans to scale #EngageResponsibly (#ER) later this year. #EngageResponsibly is an initiative seeded by Pernod Ricard, which donated it to the ANA, and combined with GARM to create an industry-wide initiative.
This expanded effort will harness the power and reach of big brands and social media platforms to engage and empower small and medium sized businesses (SMBs) and consumers to combat online hate speech through education and action.
This includes responsible social media dialog and behaviors and using social platforms’ tools for reporting online hate speech incidents.
“More than 80% of Americans feel responsible for being part of the solution to tackle online hate speech. We know that more than 65% of SMBs want to take an active role in addressing online hate speech, but need tools and resources to guide their efforts,” said Bob Liodice, CEO, ANA. “With this initiative, the ANA will bring together the industry to educate and inspire consumers to act. We will provide the industry with a turnkey, no-cost solution that matches the brand safety protocols used by those organizations committed to responsible advertising under the GARM framework. Our announcement today is a call for all those who care about online hate to join our efforts.”
#EngageResponsibly is being developed collaboratively with platforms—Facebook, TikTok, YouTube, Twitter, and Snap—led by the ANA within the GARM environment.
“The #EngageResponsibly program marks another milestone for the Global Alliance for Responsible Media’s continued progress to bring the industry together through action. We’re looking forward to collaborating on educating consumers and small businesses on how to combat online hate,” said Samantha Stetson, VP Client Council and Industry Trade Relations, Facebook.
Announcement of the initiative comes a week after The Wall Street Journal exposed the role of Facebook in highlighting divisive speech. According to the Journal, Facebook was aware of multiple issues, but downplayed them to maintain a revenue stream based on engagement. When offensive content was reported to Facebook, the Journal documented, the offending content was taken down, but often soon replaced.