By Vidit Garg
Hindustan Unilever, one of the worlds largest FMCG players, has decided to pull itself out from the digital platforms such as Yahoo and Google, given the sites failure to filter out toxic content. This move has come as a result of the new policy changes of HULs parent company, Unilever. Thus far, Unilever had been significantly spending on its advertising and promotional media campaigns. However, the new policy aims to prohibit advertising on social media platforms where content related to human apathy is showcased. The new policy is applicable to all countries that Unilever operates in.
Digital advertising in India
India is on the cusp of a growing digital advertising market where there, recently, has been increased penetration of smartphones and the much-needed internet infrastructure. Given the advantage to reach masses through social channels, many organisations are taking the online medium seriously and thus want to tread the path more carefully. Hindustan Unilever is no exception to the case at hand.
In response to the growing concerns of various organisations, Facebook India has already started addressing these challenges. The company has come up with a detailed plan covering crucial aspects such as broadcasting principles, mechanisms to stop the spread of fake news, and making significant investments in artificial intelligence and big data technologies
Social progression or mere political correctness?
Hindustan Unilevers move is touted to foster trust and long-term relationships with its essential stakeholders. The move is also aimed towards tackling gender stereotyping in advertising and towards making a more positive contribution to the society. Hindustan Unilever is cognizant of the fact that new age customers are well educated and can draw important cues from various sources. Hence, the urge to be economically and socially viable has drawn HUL to take such measures.
While there have been positive reviews about the move, the negative apprehensions cannot be ignored at the same time. Critics are viewing this as a step of diplomacy and political correctness, wherein the truth shall be curtailed from coming out in public. In todays world of connectedness and glocalisation, running away from social media will not be gracious. Instead, this can lead to premature senescence of the company. Is the move ethical? Can a company hide its operations in tides of time when transparency is consumers top most priority? All this shall be better understood with the maturity of the move and the response of crucial stakeholders.
The danger of derogatory ads
Derogatory advertisements on globally accessible platforms not only hamper the brand image in the short term but also leave a sour flavour in the mouth of the customer. Multinational corporations have realised this fact and now understand the importance of having a good relationship with the audiences to enjoy long-term associations. With the recent Dove controversy, where Unilever was termed as racist and faced a worldwide backlash, Unilever has rightly understood the implications and effects of social media presence. What now needs to be seen is to what extent does the move serve the purpose and intentions of the company. It is too premature to comment on the real intent of Unilever behind the initiative.
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