Diageo will not advertise on social media anymore
The liquor giant Diageo released a statement on Twitter on 27th June that said “will pause all paid advertising globally on major social media accounts” from Wednesday (1 July). The group didn’t specify which social media platforms would be included or the length of the advertising pause.
The firm added: “We will continue to discuss with media partners how they will deal with unacceptable content.”
Diageo, producer of brands such as Johnnie Walker and Captain Morgan rum, said in the statement that the firm “strives to promote inclusion and diversity including through our marketing campaigns”.
In April 2020, the group released an update on how the Covid-19 pandemic has affected the company. Diageo withdrew its guidance on net sales and operating profit for fiscal 2020 and said it had stopped advertising and promotional (A&P) spend. The firm will “tightly” manage working capital and postpone flexible capital expenditure projects.
The Johnnie Walker owner is among some of the world’s biggest consumer goods companies to pull its advertising on social media in recent weeks, along with Coca-Cola and Unilever.
This move to stop advertising has been come within a few weeks after Diageo pledged US$20 million to help black communities and businesses in the US that have been impacted by the coronavirus crisis. The Diageo Community Fund is part of the group’s continued efforts to support under-represented groups and communities, particularly those in the hospitality sector.
In November 2017, Diageo stopped all of its Youtube advertising after discovering adverts from some of the world’s biggest brands were being shown on videos featuring inappropriate footage of children.
Diageo has been working very sensibly in the digital platform and should be an inspiration to all the other small/big companies who are trying to make a mark in this world.