GroupM, part of the world’s largest advertising group WPP, has warned its clients against buying media on Twitter. The advice to its clients was contained in a note seen by Digiday which reportedly warns marketers of the risks of advertising Twitter.
According to Digiday, the note reads:
“Based on the news yesterday [Nov. 10] of additional senior management resignations from key posts, high profile examples of blue check abuse on corporate accounts, and the potential inability for Twitter to comply with their federal consent decree, GroupM’s Twitter Risk Assessment is increased to a High-Risk rating for all tactics.”
According to the document, Twitter must first address several issues including a return to baseline NSFW levels, the establishment of internal checks & balances, a repopulation of its IT security, privacy, trust & safety senior staff, and “Full transparency on future development plans of community guidelines/content moderation/ anything affecting user security or brand safety” reports Digiday.
If the reports are accurate this would make the third major advertising group advising clients of the potential problems maintaining brand safety on Twitter.
Just recently advertising and marketing industry giant Omnicom Group, which represents brands including, Apple, McDonald’s, and PepsiCo recommended that clients pause spending on Twitter in the short term, according to an internal memo first reported on by The Verge and later seen by Reuters.
Prior to that IPG recommended that clients of its IPG Media Brands agencies suspend paid advertising on Twitter for at least a week.
