Advertisers, agencies and social media combine to tackle online threat

FILE PHOTO: An usher holds a baton to guide attendees towards the AGM of advertising agency WPP in London, Britain, June 13, 2018. REUTERS/Toby Melville/File Photo

LONDON: Sixteen of the world's biggest advertisers have joined together to push platforms such as Facebook, Twitter and Google's YouTube to do more to tackle dangerous and fake content online.

The Global Alliance for Responsible Media will also include media buying agencies from the major ad groups – WPP, IPG, Publicis, Omnicom and Dentsu – as well as the platform owners, the group said on Tuesday at the ad industry's annual gathering in Cannes, France.