Consumer-goods giant returns to Google site after a year away
P&G will only run ads on videos it has reviewed and approved
Procter & Gamble Co. , one of world’s biggest advertisers, kept its ads off YouTube for more than a year because of concerns about inappropriate content. Now it’s returning to the video site, but a lot more selectively than before.
The consumer-goods giant told its brands this week they can buy spots on YouTube, according to the Cincinnati-based company. P&G, which owns household names like Crest and Tide, stopped spending on YouTube in March 2017 following an outcry over extremist and other disturbing videos. The boycott spread to other marquee marketers, prompting Alphabet Inc.’s Google to overhaul YouTube policies and hire more human moderators to clean up the service.
“We paused advertising, and for the past year, we’ve worked extensively with YouTube to improve brand safety,” Tressie Rose, a P&G spokeswoman, said in a statement. “We now feel the right measures are in place for P&G brands to have the option to advertise on YouTube.”
On Thursday, CNN reported that more than 300 advertisers unknowingly ran ads on YouTube videos endorsing white supremacy, pedophilia and other extremist positions. When asked if P&G was still planning to return to the video service after the news, the company confirmed the decision.
“We appreciate the partnership with P&G and look forward to continue working with them,” YouTube said in a statement.
P&G is doing things differently this time, though. It plans to only advertise on videos the company has reviewed and approved. Those clips will come from fewer than 10,000 YouTube channels, according to P&G. The company used to market through about 3 million YouTube channels. P&G declined to comment on the amount it is spending on the video service.
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