WFA statement on the "Christchurch Call to Action" in Paris

WFA welcomes the news that New Zealand Prime Minister Jacinda Ardern and French President Emmanuel Macron have encouraged other countries and all digital platforms to work harder to eliminate terrorist and violent extremist content online.

Marketers both in New Zealand and around the world have expressed their concerns that digital platforms have been used to disseminate and publicise video of the Christchurch attack. There have also been many other recent incidents that are also cause for societal concern, including paedophile comments on YouTube videos and the glorification of self-harm on Instagram.

The truth is that it’s too easy for these platforms to be hijacked by those with malicious intent. The people in the best position to stop this are the platforms themselves.

Brands can play their part in ensuring that such companies put greater priority on these areas since these platforms are funded by advertising. WFA has already urged its members to hold them to account in the wake of the Christchurch attack in a public announcement it made at its Global Marketer Week at the end of March.

In the light of this announcement, we once again remind brands that the companies which make digital platforms profitable have a moral responsibility to consider more than just the effectiveness and efficiency they provide for brand messages.

Brands have the power to make a difference for society by holding the platforms to account and support the moral leadership that comes from politicians such as Ardern and Macron.