EngageResponsibly comes as marketers grow increasingly alarmed about the failure of social media companies to provide a brand-safe environment for their advertising. Despite the ongoing content moderation efforts by social platforms, many consumers are still being exposed to hateful online content that’s destructive to brands whose ads appear nearby. Pernod Ricard’s efforts to create an industry-led approach to eradicating hate speech follows an earlier announcement of the brand’s plans for a crowdsourcing app to report objectionable content.
