Why marketers’ Google boycott is a PR move
Several organizations are pulling ads on the search engine giant, because ads might be shown next to inappropriate content. Here’s why it’s more about publicity than outrage.
Swiss companies, such as Swiss Life and soft-cheese manufacturer Baer, have announced that they’re halting advertising on Google, because ads have appeared alongside YouTube videos with inappropriate content , such as neo-Nazi speeches or extremist videos. U.S. telecom giants AT&T and Verizon have followed suit.
In the UK, more than 250 companies are calling for a Google boycott. This has led to a 4.5 percent decline in share prices for Alphabet, Google’s parent company—which translates to a $22 billion loss in Alphabet’s market capitalization. Investors are asking whether this controversy marks the beginning of the end for Google’s advertising dominance.
This interesting case can be interpreted in different ways. Consider the following:
1. Baer/Swiss Life boycott
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