• ACA recommends marketers review their policies for running ads in live video streaming digital media.
  • ACA also calls for support of its call for MRC audits of platforms

Toronto, April 12, 2019: Marketers have witnessed two extremely disturbing incidents in social media. First, certain videos featuring children on YouTube and secondly, the live streaming on Facebook of the massacre in New Zealand with subsequent distribution of the video through social media. In response, the Association of New Zealand Advertisers has been at the forefront of calling for change, subsequently supported by the World Federation of Advertisers (WFA).

“While companies must decide their own approaches, WFA is calling on its members and brands worldwide – in their capacity as the funders of the online advertising system – to put pressure on platforms to do more to prevent their services and algorithms from being hijacked by those with malicious intent.”

ACA Recommended Actions

  1. Review your policies on running ads in live streaming digital video and ensure operations are aligned with policy.

  2. In some cases, the platform’s default settings include your ads in live streaming unless the marketer opts out. Find out what options you currently have selected and make the necessary adjustments.

    Marketers should also make a distinction between monitored and unmonitored sources of live streaming. The vast majority of live streams on digital platforms are unmonitored. By contrast, streams from broadcasters, which are professionally monitored, are subject to immediate cut-off if there is a problem. Marketers should continue to manage and monitor their branded streaming content as per their own policies.

  3. ACA seeks specific systemic change through MRC audit of platforms
  4. In the fall of 2018 the MRC issued Brand Safety Guidelines upon which a digital media platform’s efforts and operations can be evaluated for possible accreditation. The ACA believes it is in the marketer’s interest to push the platforms to get MRC audits and accreditations for brand safety. This process is rigorous and involves the participation of the industry leaders whose specialize in media metrics, brand safety and ad operations.

For more information contact Chris Williams, VP Digital at