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Corporate advertisers are notoriously fussy. Not all that surprising, since they are paying big money for a strange ephemeral service that can't be directly connected to the expected benefits. But a new problem is emerging. Advertiser are getting concerned about their "brand" being associated with anything negative. The list of words that must not be in a story next to their ads is growing. Advertising companies are having trouble finding places where ads can be placed, and finding ads to place with stories that cover even slightly controversial content. The original Wall Street Journal article is pay-walled, but the Slashdot story is free to read.


Companies are increasingly insisting their ads do not appear near articles or videos that contain any of a long list of words. Like many advertisers, Fidelity Investments wants to avoid advertising online near controversial content. The Boston-based financial-services company has a lengthy blacklist of words it considers off-limits. If one of those words is in an article's headline, Fidelity won't place an ad there. Its list earlier this year, reviewed by The Wall Street Journal, contained more than 400 words, including "bomb," "immigration" and "racism." Also off-limits: "Trump." Some news organizations have had difficulty placing Fidelity's ads on their sites, ad-sales executives said, because the list is so exhaustive and the terms appear in many news articles. Top 15 Forbidden Words: Dead, Shooting, Murder, Gun, Rape, Bomb, Died, Attack, Killed, Suicide, Trump, Crash, Crime, Explosion, Accident.

Edited 1 time(s). Last edit at 17-Aug-19 01:53 by Nolondil.

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Fear of cooties now hobbling advertisers 1634 Nolondil 16-Aug-19 20:09

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