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On Wednesday, the National Association of Advertisers continued its push to address and combat hate speech online by creating a new educational program.
As part of a larger initiative by the trade group, the Education Program has launched a new website in partnership with the Better Business Bureau. The site has 36 video training modules and a Spanish-language resource library covering topics including how to report hate speech on social media and how to spread harmful content.
Now in its second year, the so-called Responsible Engagement Initiative is led by ANA and the Global Alliance for Responsible Media. The initiative was established and funded by donations from French beverage company Pernod Ricard to help combat hate speech in the industry, from brands to platforms.
“I think it’s progressing well on all of our key milestones on our timeline,” said Bill Tucker, executive vice president of the ANA Group, who oversees the program. “There is research showing that people want to do more about it. They want to do something, but they don’t always know what to do.”
Research shows that people want to do more about it many things. They want to do something, but don’t always know what to do.
Bill Tucker, group evp, ANA
The Tucker added that the organization hopes this work will serve as a tool for small and medium-sized businesses (SMBs) of consumers and employees provide supplemental learning. The material is designed to help people understand what they can do, depending on the context and the type of social platform. For example, there are guidelines that cover examples of how to report hate speech to YouTube from Twitch.
“Reporting is certainly one of the most important [elements], but knowing it and understanding it and how it can be toxic is just as important as taking action. education,” Tucker said.
The new educational website will be upgraded to BBB’s SMB network, which has 6 million members and more than 90 chapters. The two organizations will also launch a n advertising campaign developed in partnership with Ogilvy in the fourth quarter to reach businesses and consumers.
The Anti – The Defamation League finds that 40% of Americans have experienced online hatred because of their racial, religious or gender identity – 20% of them report difficulty sleeping and concentrating, and another 13% had serious mental health challenges.
Publicis Media Exchange Executive Vice President of Global Digital Standards Yale Cohen told Digiday that issues of online harassment and hate speech are becoming more common, raising the bar for advertisers , the importance of more collaboration between agencies and platforms.
“These numbers are expected to continue to grow, and the industry needs new mechanisms to help create a healthier online ecosystem for present and future generations,” Cohen said.