Google claimed on Friday during a meeting with advertising industry leaders and government officials that it removed ads appearing on channels or videos that contain hate speech, violent or offensive content.
Google issued an apology on Monday after it transpired that advertisements for major United Kingdom companies and the government had been shown before offensive content on YouTube. It plans to speed up the process of removing ads from hateful or offensive content that attack peoples on the basis of race, religion or gender, and it is examining existing guidelines on what content can and cannot be hosted on YouTube.
Marks and Spencer became the latest firm to pull its online ads over the issue, joining others such as Audi, RBS and L'Oreal.
"Google's stated intent and direction are very welcome - however, advertisers will want to see concrete evidence that their brands can not appear against inappropriate content", said Phil Smith, director general of ISBA, the advertising trade group with members stretching from Centrica to BT and Heineken. We'll introduce new account-level controls to make it easier for advertisers to exclude specific sites and channels from all of their AdWords for Video and Google Display Network campaigns, and manage brand safety settings across all their campaigns with a push of a button.
The changes are also meant to address complaints of brand messaging appearing on exremist videos on YouTube.
Google is also looking at ways to block impersonators of legitimate content creators from collecting ad revenue from the YouTube Partner program.
Outside of the U.S., Britain is Google's largest market for advertising revenues.
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ISBA, a British organization created to protect the interests of British advertisers, also put out a statement urging Google to review its policies "to eliminate the risk of brands being damaged by inappropriate context".
"Google is responsible for ensuring the high standards applied to government advertising are adhered to and that adverts do not appear alongside inappropriate content", a spokesman said.
"We accept that we don't always get it right, and that sometimes, ads appear where they should not".
Google allocates adverts against content using its automated advertising systems, free from human judgement. Reached on Tuesday, Wieser said Google's changes don't go far enough, noting that more advertisers including Volkswagen and Toyota have joined the boycott.
This involves not only new AI tools, but the hiring of "significant numbers of people" to review content on an ongoing basis.
Where adverts were found next to videos advocating extremism, YouTube will seek to resolve the case in less than a few hours.