Sir Martin Sorrell calls on media firms to follow Google’s ‘tougher’ stance

Advertising tycoon Sir Martin Sorrell today called on rival new-media firms such as Snapchat, Facebook and Twitter to “follow Google’s example”.

The WPP boss was referring to the search giant’s intention, announced yesterday, to recruit more online invigilators and adopt a “tougher” stance on extremist content.

Google has been at the centre of a storm over ads accompanying hate-filled YouTube videos by white nationalists, anti-Semites, and fundamentalists. It has been boycotted by major ad agencies after brands including Toyota and HSBC, and the British Government pulled spending on the site. The business responded by promising to consider policing uploads as well as ads, and a “new tougher stance on hateful, offensive and derogatory content”.

But Sorrell, who has in the past called for Facebook and Google to be treated as media companies rather than tech firms, and both control advertisement placements and stop fake news, told the Standard other major online firms needed to do the same.

“Google has taken the initiative at last, other new-media firms have to follow their example.”

He added: “Google’s acknowledgement of the problem, apologies and proposed measures, both technical and human, are all to be welcomed. We have to make sure that the steps taken and implemented will be effective, and if there continue to be risks, that these are clearly spelt out.”