Theme of propmark’s 58th anniversary special edition
analyzed in materials and articles written by market professionals
The problems generated by the dissemination of fake news in the digital environment are so serious that Bill 2630, of 2020, named PL das Fake News, which provides for the establishment of the Brazilian Law of Freedom, Responsibility and Transparency on the Internet, causes strong controversy. Currently stalled in the Chamber of Deputies, the PL awaits a new date to be submitted to a vote. On the one hand, the big techs are waging an offensive for it to be more discussed by society and, on the other hand, the federal government is in a hurry to approve the regulation.
Ultimately, everyone agrees that the internet needs to be regulated in some way. Within this context, prioritizing brand safety brand safety has become an ongoing job at advertising agencies. Agencies are increasingly developing new strategies to ensure that clients’ advertising is not associated with inappropriate content and profiles.
All of this involves investment in technology and continuous development by the team to prevent these ads from accidentally being displayed in this context. And it is part of the set of protocols and actions to help protect the public image of a brand, describes Andreia Abud, VP of media at WMcCann, in an article published in this special edition of the propmark’s 58th anniversary.
In addition to the power to tarnish a brand’s reputation, fake news weighs on advertisers’ pockets. A survey by Comscore, in partnership with NewsGuard, a platform that assesses the reliability of websites, showed that digital advertising loses US$ 2.6 billion in fake news a year. On average, 1.68% of ad spend ended up on sites that contained fake news.
The longest-running vehicle specializing in the communication market in circulation, it is no wonder that propmark chose the theme of brand reputation as the main subject to be dealt with in analytical articles and articles written by invited professionals, published on the next pages of this commemorative edition, which also presents the new The newspaper’s graphic design, which was revamped with a more modern layout.
Over almost six decades, the newspaper has witnessed all the transformations that the creative industry has undergone and the editorial staff understood that this topic, which is so sensitive today, should be the object of greater analysis. We live today in the era of transparency and lack of control of information on social networks. Within this scenario, no brand is immune to product or operational crises. But on the consumers’ side, what they expect from companies is to assume the error and not omit.
Read the complete article in the special anniversary edition of PROPMARK
