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Pernod Ricard’s Mukherjee Spearheads Effort To Combat Online Hate Speech

September 20, 2021

As the digital advertising landscape continues to evolve, Pernod Ricard North America chairman and CEO Ann Mukherjee is among the prominent marketers leading an effort to fight hate speech across online platforms.

Last year, Pernod unveiled the #EngageResponsibly effort with a campaign on Twitter, Instagram and Facebook, calling on advertisers and social media companies to set new standards for more responsible online advertising. Now that push is being expanded in partnership with advertising industry leaders the Association of National Advertisers (ANA) and the Global Alliance for Responsible Media (GARM).

Mukherjee and Ivan Pollard, former General Mills CMO, are serving as co-chairs of #EngageResponsibly as it looks to amplify its message in collaboration with partners like Facebook, TikTok, YouTube, Twitter, and Snap. The ANA and GARM will be asking companies to sign a pledge to provide support for the effort and tangible actions to combat online hate speech, including responsible social media dialogue and behaviors and the use of social platforms’ tools for reporting online hate speech incidents.

“We’re proud to have seeded #EngageResponsibly, and we’re thrilled to see ANA and GARM make it an industry-wide initiative,” said Mukherjee. “Online hate speech is not a hypothetical problem. Every day, thousands of hate-fueled conversations happen on social media. According to the Anti-Defamation League, 35% of Americans have experienced online hate due to racial, religious, or sexual identity. It’s a tremendous threat to public health, especially for adolescents. As advertisers, we cannot ask people to engage with us on social platforms, and then absolve ourselves of accountability for the hate they may experience there. This is our Return on Responsibility.” Mukherjee will be among the speakers at the 45th Annual Impact Marketing Seminar in New York on September 29.—Daniel Marsteller

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