| Welcome to the The Conscious Advertising Network (CAN) newsletter for January 2025. Here's what we're covering in this month's newsletter:
If you've got news related to CAN and our manifestos, please do get in touch with us at hello@consciousadnetwork.org. #TogetherWeCAN | | | Meta Ends Fact-Checking and Revises Hateful Conduct Policy | | | With the announcement from Meta ending their independent third-party fact-checkers along with its revision of its Hateful Conduct Policy, it is no surprise that concerns are being raised about both user and brand safety. The move comes from Mark Zuckerberg's belief that these moderators have become "too politically biased".
CAN Co-Founder Jake Dubbins shared his thoughts in this recent article from The Media Leader:
"Ultimately, Meta are free to do what they like. They can choose to 'catch less bad stuff'. Advertisers are free to not advertise next to that bad stuff."
"Most brands want to appeal to a wide range of consumers to grow," Dubbins continued. "If your brand pops up next to content from the extreme far right, who want to deport some of your consumers and literally reduce the number of people that can buy your product, then that is a pretty uncomfortable situation." Whilst brands will have a choice on how they advertise on Meta's platforms, the potential consequences for users worldwide cannot be left unconsidered. Hate speech and the deterioration of information integrity is already an issue, but with the new content moderation policies there could be greater risk to those from protected or vulnerable groups.
This article from DFRLab explores what this could mean for those living in "repressive, authoritarian or semi-democratic regimes where the likes of Facebook, Instagram and WhatsApp provide some of the only means of access to independent news and information." On a positive note, the article reminds us that policies in the UK and Europe will still be able to hold these platforms to account for online safety and transparency.
In response to the worrying changes within the Hateful Conduct Policy, including a new inclusion of "we do allow allegations of mental illness or abnormality when based on gender or sexual orientation" GLAAD President and CEO, Kate Ellis has stated:
"Zuckerberg's removal of fact-checking programs and industry-standard hate speech policies make Meta's platforms unsafe places for users and advertisers alike. Without these necessary hate speech and other policies, Meta is giving the green light for people to target LGBTQ people, women, immigrants, and other marginalized groups with violence, vitriol, and dehumanizing narratives. With these changes, Meta is continuing to normalize anti-LGBTQ hatred for profit — at the expense of its users and true freedom of expression. Fact-checking and hate speech policies protect free speech." Outvertising has also provided a clear summary of the changes, including what the advertising and marketing industry can do to respond, as well as on an individual basis. Outvertising CEO Chris Dunne has outlined in Campaign why these changes are a wake-up call for us all.
Brazil's communication minister, Sidonio Palmeira has spoken up against Meta's decision. As covered in this article from the Guardian, he has been quoted as saying it is: "bad for democracy because [without fact-checking] you don't control the spread of hate, misinformation and fake news". A letter has also been sent to local Meta representatives, giving them 30 days to clarify whether it intends to implement the changes in Brazil.
Whilst the announcement has stated that these changes are currently for the US only, it cannot be ignored that this will have an impact worldwide. This makes it more important for brands and advertisers to hold Meta platforms to account. Additionally, we recommend that you:
For further support, please refer to our Hate Speech and Mis/Disinformation manifestos. | | Refreshing Our Manifestos
 Our manifestos are core to CAN's mission and membership offering, and they aim to give advice and guidance in areas such as Children's Rights & Wellbeing, Ad Fraud, Diversity, Informed Consent, Hate Speech, Sustainability, and Mis/Disinformation. As the industry and contexts evolve, we know that our manifestos and the guidance within them need to as well.
We are currently reviewing our manifestos, inviting experts and leaders from across civil society and advertising to provide input to ensure these documents reflect leading global actionable advice for advertisers.
If you would like to contribute to this process, please reach out to CAN's Head of Advocacy Alex Murray, or CAN's Membership & Engagement Account Director Nafissa Norris. The deadline for expressing interest is February 7th. Yes, I'm interested | | | | Misinformation Spread Online During the LA Fires | | | We have all seen the devastating effects of the wildfires that have spread throughout LA this month. What is gravely concerning is not just the spread of the fires, but the spread of misinformation that has grown around this disastrous event.
One of the distinct narratives that has been spread is that diversity is to blame for the fires and for the failure to contain them.
LA's Fire Chief, Kristin Crowley is the first LGBTQIA+ in her position at the LA Fire Department. She has now come under attack with people such as Elon Musk spreading claims that DEI is responsible for the fires: "They prioritized DEI over saving lives and homes." DEI, claiming disaster relief funds have been diverted to migrants, and accusations of mismanagement from LA's Mayor Karen Bass have all been quoted as the problem.
Media Matters for America has reported that TikTok's algorithm has been boosting wildfire misinformation, with videos ranking up millions of views. As well as spreading extreme conspiracy theories, videos have included fake imagery. The article states: "Conspiracy theories often spike after natural disasters, and the LA wildfires are no exception. TikTok's algorithm appears to be amplifying unfounded conspiracy theories to millions of users, fueling panic and uncertainty at a time when clear information is critical."
Misinformation continues to be a problem when tackling climate change and during natural disasters. This is a crucial time for everyone to have access to truthful and accurate information, please refer to our Mis/Disinformation manifesto to see what you can do as advertisers. | | | What We Are Reading
Molly Russell's dad warns UK 'going backwards' on online safety – BBC | | | Chair of the Molly Rose Foundation, Ian Russell, has written to the Prime Minister asking for tougher action and protections for children online. Ian's daughter, Molly, took her own life in 2017 after seeing harmful content online.
Ian's letter raises grave concerns that the Online Safety Act is not being effectively implemented, and that there are loopholes that will further expose children to online harm. He states:
"Ofcom's choices when implementing the Act have starkly highlighted intrinsic structural weaknesses with the legislative framework. We not only have a regulator which has fundamentally failed to grasp the urgency and scale of its mission, but a regulatory model that inherently and significantly constrains its ability to reduce preventable harms." Both this BBC article and letter from Ian Russell point out that we must continue to be concerned over the rapid development of AI. As technologies advance, so does the spread of deepfake videos, pornography, and misinformation. And with the, what feels like backward changes, being made on leading social media platforms – the risk to children online only increases. Ian says in his letter:
"Put simply, people like Mark Zuckerberg and Elon Musk are at the leading edge of a wholesale recalibration of the industry. We should be in absolutely no doubt that when Zuckerberg speaks about a 'cultural tipping point towards prioritizing speech', he is signalling a profound strategic shift away from fundamental safety measures towards a laissez-faire, anything goes model. In this bonfire of digital ethics and online safety features, all of us will lose, but our children lose the most." It is more important than ever that we hold social media platforms and tech companies to account, and children's safety remains a top priority for us at CAN. Last year, we relaunched our Children's Right's and Wellbeing manifesto, which offers clear and actionable guidance on how brands and advertisers can best protect children on and offline. | | | Taking place on 6 June, the Purpose Awards celebrate campaigns that create positive change through innovative ideas, driving real-world impact. This year, we are excited to announce that CAN's Project Director, Marsha Jackson, will be part of the judging panel.
Marsha shared: "These awards celebrate the very best in purpose-driven campaigns, showcasing creativity and innovation that drive real, positive change. Being part of this process is both an honour and a challenge I'm truly looking forward to."
If you have a campaign that has raised awareness or advocated for a particular cause, then don't forget to enter. Applications are open to agencies, brands, public sector bodies, charities, and NGOs across the EMEA region. Categories include:
The early bird entry deadline is Thursday 6 February and final date you can enter is Thursday 27 February.
These awards offer a unique opportunity to showcase your organisation's leadership and impact in this vital space. For full information, visit the link below: | | | CAN and Do Epic Good (DEG) | | | We are excited to announce that CAN have teamed up with sustainability e-learning platform, Do Epic Good (DEG). To help empower advertisers and brands embed sustainability into their organisations and drive impactful change, DEG have launched a set of online courses.
DEG and CAN believe the advertising industry has the power to accelerate meaningful change while driving profits with purpose. DEG's courses are designed to engage, empower, & equip you with the skills and strategies to turn sustainability from intention into action. The first course, Sustainable Business Practices for Beginners, is tailored for those new to sustainability and eager to master the fundamentals of sustainability.
CAN members and newsletter subscribers are being offered a 25% discount code, available until 31st March 2025 when you enter the code CAN25OFF at checkout. | | | Lucky Generals: The Grief Project | | | Creative company Lucky Generals have announced the launch of The Grief Project. This initiative shines a light on the lack of support offered in the workplace for those going through bereavement.
During their research, they found that: To help spark change, Lucky Generals have created a new internal policy which offers employees: In their own words: "This isn't just a policy—it's a movement." which is why they are sharing this openly to encourage other organisations to make a change. | | | Propeller Group: Industry Events Guide | | | Propeller, CAN's pro bono PR partner, have launched their events guide for the first half of 2025. This guide is for media and tech brands who are looking for opportunities to meet and connect with other industry leaders and build brand awareness.
The Propeller Industry Events Guide highlights the must attend events, along with guidance on how to select the most relevant events and how to maximise ROI and create lasting impressions. | | | What We Are Reading
Don't bring back the boys' club in 2025 - The Media Leader | | | In this opinion piece in The Media Leader, Nicola Kemp discusses the concerning cuts in DEI initiatives and the seemingly flippant attitude toward DEI. Nicola calls on industry leaders to continue to speak up on the importance of DEI and act against its dismissal:
"For an industry rooted in its understanding of people, seeing DEI as expendable is deeply problematic. We must not buy into a media narrative that lacks both curiosity and compassion. The past cannot be a blueprint of what the future should look like." We are reminded that DEI is far from a trend, and that it is vital we continue to advocate for this within the industry.
She continues by referring to research carried out by the Unstereotype Alliance, which has proven that diversity delivers higher short-term and long-term sales and drives customer loyalty.
The growing trend of dismissing DEI as having gone too far is concerning, and CAN will continue to advocate for inclusive campaigns and workplaces. | | | CAN Team Member Nominated for the Bloom UK Awards | | | We are extremely proud to share with you that our Membership and Engagement Account Director, Nafissa Norris, has been nominated for two Bloom UK Awards! These awards celebrate women in the marketing and communications industry and recognises their commitment to inclusion, kindness, and progress.
Nafissa has been nominated for the Inclusion Group Leader of the Year award and the Bloomin' Kind Award. The event takes place on 30 January – good luck Nafissa! | | | New Report
The Hope Gap – The Unmistakables | | | DEI consultancy, The Unmistakables have launched a new report The Hope Gap. The report brings together the views of business leaders and DEI practitioners across a range of sectors to explore: "the promise of social acceptance we know is possible in the future, and the reality of what we see happening in our lifetimes."
Focusing on Business at Large, Marketing and Advertising, and Media, the report has put together 10 practical ways to close "The Hope Gap":
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Question what people know and respond accordingly -
Know what it takes to be proactive -
Create long-term strategic frameworks -
Address the marketing industry's reputation issue -
Develop client-agency standards and charters -
Role model inclusive behaviours at leadership levels -
Bespoke the onboarding process -
Reassess the 'attention' business model -
Take a closer look at the norms and power holders -
Amplify positive portrayals to drown out the negativity
With an in-depth discussion across each section, the solutions in the report are to help drive systematic change and drive forwards the promise of social progress.
| | | What We Are Reading
Does the lack of transparency surrounding brand safety risk eroding trust in marketing? - Creativebrief | | | This is the question Creativebrief has brought to industry leaders this month. With a lack of visibility on where their ads are placed and the defunding of trusted journalism – where does that leave brands?
The consensus amongst the experts, including CAN's Co-Founder Jake Dubbins, is of course that transparency is a must for building brand trust. From visibility on where their ads are placed and funding quality media, to monitoring real-time audience insights – advertisers have a responsibility to take the lead and set the standard.
Discussing the advertising supply chain, Jake states: "Without true transparency, CMOs and CFOs cannot make informed decisions about where their media spend goes. They might be unknowingly funding misinformation, climate denial, or hate speech. Transparency has to be the foundation, otherwise responsible media investment is impossible."
Transparency features throughout CAN's manifestos. Whether it is through ad placement, monitoring the supply chain, or how personal data is used – we believe that transparency must be considered at every stage. | | | Watch out for more news on all things CAN related via LinkedIn. For any other questions or concerns, or if you would like to know more about joining, please feel free to contact us at hello@consciousadnetwork.org.
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Thank you for your ongoing support, The Conscious Advertising Network | | | | |
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