The UK’s newspaper publishers have launched #BackdontBlock to call on advertisers to support quality journalism during the COVID-19 crisis.
They say advertising industry blocklists are preventing ads from appearing alongside online stories about coronavirus.
The loss to news brands is expected to be £50 million if the pandemic lasts for another three months.
In Australia, Industry association IAB has issued an urgent call for brands, agencies, ad verification firms and others in the digital advertising supply chain to stop blocking pandemic news.
Publishers say many brand and agency teams have updated programmatic and other media buying to prevent advertising surrounded by topics such as “crisis,” “COVID-19,” and “coronavirus”.
The issue is cutting advertising revenue at a time when premium news publishers have established deep trust, intense engagement and reach with audiences for their detailed and objective coverage of the pandemic.
In a letter, the UK industry asks advertisers to remove blocklists from trusted news brands to ensure they can continue to fund quality journalism at a time of crisis.
The appeal is supported by Newsworks, the News Media Association, the Society of Editors, the Association for Online Publishers, Internet Advertising Bureau and the Institute of Practitioners in Advertising.
“While we have seen a huge surge in demand from readers for trusted, accurate reporting, advertising ‘blocklists’ are preventing adverts from appearing alongside online stories with the word ‘coronavirus’ in them," says Tracy De Groose, executive chair of Newsworks, who wrote the letter on behalf of the industry.
“Our unified industry appeal to advertisers is incredibly simple: back, and don’t block British journalism. Please remove ‘coronavirus’ from your blocklists.
"Readers are relying on us right now, and we are relying on advertising to help ensure the public receive information and advice from the very best sources.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.