P&G ends its YouTube boycott after more than a year
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Procter & Gamble, one of world’s biggest advertisers, kept its ads off YouTube for more than a year because of concerns about inappropriate content. Now it’s returning to the video site, but a lot more selectively than before.
The consumer-goods giant told its brands this week they can buy spots on YouTube, according to the Cincinnati-based company. P&G, which owns household names like Crest and Tide, stopped spending on YouTube in March 2017 following an outcry over extremist and other disturbing videos. The boycott spread to other marquee marketers, prompting Alphabet Inc.’s Google to overhaul YouTube policies and hire more human moderators to clean up the service. Other marketers such as Verizon ended their boycotts more quickly.
“We paused advertising, and for the past year, we’ve worked extensively with YouTube to improve brand safety,” Tressie Rose, a P&G spokeswoman, said in a statement. “We now feel the right measures are in place for P&G brands to have the option to advertise on YouTube.”
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