"We deeply apologize": Google bows to advertiser pressure with new hate controls

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Google is taking further steps to prevent ads from appearing next to hateful content.

Talking about the same, Google's Chief business officer Philipp Schindler says that the platform is constantly evolving and sometimes they don't get everything right.

Google has promised a "tougher stance" on hateful content as it announced changes to its advertising policy following an outcry and boycotts from advertisers over their content appearing alongside extreme material.

The decision to pull ads from Google followed a Times of London investigation that revealed ads from many large companies and the United Kingdom government appeared alongside content from the likes of white nationalist David Duke and pastor Steven Anderson, who praised the killing of 49 people in a gay nightclub. "In addition, we'll introduce new controls to make it easier for brands to exclude higher risk content and fine-tune where they want their ads to appear", Schindler said.

He added that as well as removing content, its YouTube team would revisit the guidelines on allowable videos.

Google isn't the only major ad platform to be facing such scrutiny.

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The Guardian has withdrawn all its advertising from both Google and YouTube after it said a promotion for a membership scheme had been inadvertently placed next to extremist material, including videos of American white nationalists, a hate preacher banned in the United Kingdom and a controversial Islamist preacher. The U.K. generated $7.8 billion in 2016 sales for Google parent company Alphabet. But at times we don't get it right.

It follows an investigation by The Times that found adverts had appeared alongside hate speech and content uploaded by terrorists, sparking fears that United Kingdom companies may have been inadvertently funding terrorism.

Google Europe boss Matt Brittin yesterday apologised for the debacle and said the tech giant "needs to do more".

"We have placed a temporary restriction on our YouTube advertising pending reassurances from Google that government messages can be delivered in a safe and appropriate way", the British government said in a statement. Industry executives say that although Google's ad standards are among the strictest, its recent troubles in the United Kingdom point to a persistent problem across the market. The British government has similarly expressed its dismay that its own advertisements have appeared on "inappropriate and hate-filled sites", after they signed a deal with Google. The new staff will be hired to develop new tools, which are based upon Google's innovation in artificial intelligence and machine learning. It has been designing a new platform that will allow the advertisers and agencies to see where the adverts appear and what comes with them.

Google has pledged to police its websites better by hiring new staff and overhauling its policies after United Kingdom firms suspended advertising because it appeared on extremist videos.

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