Pernod Ricard Announces One Month Social Boycott & Plans For Empowerment App

By Neat Pour Staff |

Pernod Ricard is taking a public stand in the growing controversy over misinformation and hate  on social media. On Wednesday (7.01.20), the company announced a one month boycott of social media advertising as well as plans to launch an app dedicated to fighting hate speech on social.

Then first part is pretty simple. The parent company of brands such as Jameson, Absolut, Glenlivet, and Malibu will not purchase paid promotions on social media during the month of July.

The second part is a little more complicated. According to a release from the brand, the idea iOS to create an app that will allow users to report “objectionable content”. A coalition of brands will then use their ad dollars as leverage to demand that social media platforms remove the offensive posts.

“The world is waking up to the reality that we all have a role to play in stopping the spread of hate speech, racism and misinformation on social media platforms,” said Pernod Ricard USA CEO Ann Mukherjee in a statement. “There is a long way to go. Movements like #StopHateForProfit are demonstrating that brands and consumers want them to take more urgent action. This is important, and it is why we are joining the movement for the next 30 days across all paid social media platforms in the U.S., not just Facebook. But this is not sufficient.”

“The big question is: What happens August 1st? We need more action and more people within the industry to find more solutions. Companies like ours can and should play a bigger role in problem-solving than just withholding advertising dollars. We can create tools that make it easier for consumers’ voices to be heard when they see hate speech spreading online. And that’s what we are doing.”

Pernod noted that the app will be developed by an outside partner. The spirits conglomerate also stated that “strict guidelines related to data privacy and consumer engagement standards” will be enforced. A third party expert will be tasked with supervising a yet to be developed 

“We’re confident this initiative will provide an additive resource for individuals affected by hate speech, consumers, brands and social media platforms themselves in the global fight to end these injustices. As creators of conviviality, our mission is all about sharing with respect and responsibility, bringing people together to celebrate the moments that make life worth living, not to divide, deride or tear people apart. Social media platforms share that mission, but there is still a collective work to make those platforms safe, responsible and convivial for everyone. Let’s then join forces to focus on a positive solution together.”

“We’re confident this initiative will provide an additive resource for individuals affected by hate speech, consumers, brands and social media platforms themselves in the global fight to end these injustices. As creators of conviviality, our mission is all about sharing with respect and responsibility, bringing people together to celebrate the moments that make life worth living, not to divide, deride or tear people apart,” added Pernod Ricard Chairman & CEO Alexandre Ricard. “Social media platforms share that mission, but there is still a collective work to make those platforms safe, responsible and convivial for everyone. Let’s then join forces to focus on a positive solution together.”

The release did not make any mention of Pernod Ricard USA’s campaign contributions to far right politicians such as Greg Pence, Mitch McConnell, and Kevin McCarthy.

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