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As part of efforts to fight fraud in the advertising industry and rebuild trust in the digital marketing ecosystem, Keith Weed, Unilever’s chief marketing communications officer, announced three commitments at the Cannes Festival of Creativity, saying that Unilever will refuse to work with influencers (Kols) who buy “fake powder”.<\/p>\n\n\n\n
These three commitments include\uff1a<\/h3>\n\n\n\n
Transparency of influencers: Unilever will never work with influencers who buy “fake” powder.<\/p>\n\n\n\n
Brand transparency: Unilever brands do not buy “fake powder”.<\/p>\n\n\n\n
Platform transparency: Unilever will prioritize partnerships that promote transparency and help eliminate fraud throughout the ecosystem.<\/p>\n\n\n\n
Keith Weed says that while influencers are an important way to reach consumers and build brands, “buying fake powder can easily undermine those relationships.”<\/p>\n\n\n\n
As one of the world’s largest advertisers, Unilever owns brands such as Dove, Lipton, Axe and Ben&Jerry’s. Unilever spent about $9.5 billion on brand marketing in the past year, with nearly a quarter of its budget — about $2.4 billion — going to digital advertising.<\/p>\n\n\n\n
This isn’t the first time Keith Weed has taken on the dark side of digital advertising. In a speech at the IAB conference in February, Weed warned Google, Facebook and other digital platforms that they would pull ads if they didn’t clean up toxic and harmful extremist and fake content.<\/p>\n\n\n\n
While it’s unclear how much the fast-moving consumer giant is spending on influencer marketing, brands like Dove and Dollar Shave Club have partnered with youtubers and other social media influencers in recent years.<\/p>\n\n\n\n
In the coming days of the Cannes Festival of Ideas, Weed will bring together professionals from the World Advertising Alliance (WFA), Instagram and others, as well as Richard Edelman, global president of Edelman Communications, to discuss how to take action to increase trust and transparency in the influencer marketing space.<\/p>\n\n\n\n
<\/p>\n\n\n\n
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