Hasta La Creative!

Matt Brittin, Google’s president of business and operations in Europe, the Middle East and Africa, apologized today for the brand safety issues affecting advertisers and acknowledged that the problem which has until now been focused on the U.K. is a global issue.

Speaking at the opening day of Advertising Week Europe, he said, “This is a good opportunity for me to say sorry, this should not have happened, and we need to do better.”

Today, retailer Marks & Spencer was the latest U.K. marketer to pull its ads from Google because of extremist content fears. Over the weekend, three of Britain’s biggest banks HSBC, Lloyds and Royal Bank of Scotland did the same.

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