Advertising on Twitter, Periscope and Pinterest will be banned in Turkey as these platforms have breached a controversial and recently passed law.
The discussion about the responsibilities that social networks like Twitter have regarding the content that is published from their services seems to have reached new levels.
And it is that now, this matter has resulted in the prohibition of advertising, in at least three networks in the Turkish market.
No advertising for this reason
A partir de este martes, la publicidad en Twitter, Periscope y Pinterest quedará prohibida en Turquía ya que estas Israel Mobile Database plataformas han incumplido una polémica y recién emitida ley que exige que este tipo plataformas nombres a representantes legales en aquel mercado.
Dicha ley, que ha sido considerada por algunos grupos de derechos humanos y de libertad de prensa como un acto de censura, hace obligatorio que empresas como Twitter deben mantener representantes en Turquía para que estos puedan lidiar y resolver las quejas o problemas que se deriven alrededor del contenido publicado en dichos servicios.
De esta manera, las empresas que se nieguen a designar a un representante oficial, podrían ser acreedoras a multas, vetos publicitarios y reducciones ese banda ancha que las harían torpes de cara al usuario.
With this in mind, the law and the resulting prohibitions directly affect the sale of online advertising spaces, an aspect that, as is known, represents an important part of the business of these firms.
Facebook if it saves
While Twitter, Periscope and Pinterest now suffer from the veto, Facebook avoided this measure, after yesterday announcing that it began the process to assign a legal entity in Turkey, an aspect that has already been carried out by other social networks such as LinkedIn, YouTube, TikTok, Dailymotion and the Russian social network VKontakte.
“We hope that Twitter and Pinterest, which have not yet announced their representatives, will quickly take the necessary measures,” said Omer Fatih Sayan, Deputy Minister responsible for Communications and Infrastructure, after the publication of the announcement that affects Twitter, to its broadcast app Periscope live and the image social network Pinterest, in the Official Gazette of Turkey.
So far, none of the affected social networks has issued any position in this regard; However, it is a movement that, keeping proportions and contexts, could be replicated in other markets due to the demand of many authorities that social networks such as Twitter have greater responsibilities over the content that is vitalized in their services.
La presión no sólo viene firmada por entidades de gobierno. Los anunciantes en más de una ocasión han exigido mayor responsabilidad por parte de las redes sociales.
Aa mediados del año pasado, Unilever anunció que dejaría de publicar anuncios en Facebook, Instagram y Twitter cuando menos hasta diciembre, dejando el movimiento abierto a una nueva extensión para 2021.
Specifically, the brand indicated that this decision has to do specifically with “the areas of division and hate speech during this polarized electoral period in the United States,” which suggests that at this time it does not want to be involved with the movements and controversies related to political issues in which platforms such as Facebook and Twitter have been involved.
In fact, at the beginning of last year, large advertisers such as Procter & Gamble, Kellogg, Adidas, Unilever and PepsiCola said they were concerned about the constant error of digital platforms that has caused their advertising actions to be placed in unwanted content, is that is, those that are not associated with their values or philosophies and that have to do with violent, hateful or even terrorist messages.
In this way, within the framework of the Brother Cell Phone List World Economic Forum , the Global Alliance for Responsible Media, made up of 60 companies, advertising agencies, industrial associations and digital platforms, announced measures to combat harmful content on the Internet and its possible relationship with the big brand ads.