Business Insider says readers are demanding more climate news than ever, so why are some advertisers avoiding it?
Writing for Business Insider, Lara O’Reilly investigates issues around advertiser blocklists that include keywords such as “climate change”, “greenhouse gas” and “carbon footprint”.
“Media insiders said the trend could become a bigger problem in the coming months as readers increasingly seek out more information about the climate crisis and newsrooms invest more resources into covering the topic,” she said.
In a bid to encourage advertisers to check their lists, Newsworks is working with IAB UK to publish a guide to help brands avoid blocking brand-safe climate coverage.
Speaking to O’Reilly, Newsworks CEO Jo Allan said: “Climate-related keyword blocking isn’t as prevalent as coronavirus blocking we saw last year, but if left unchecked, it could potentially become a much bigger issue for our industry.
“With climate change increasingly dominating the news agenda and with millions of people relying on news brands for trusted information and analysis, we’d urge all advertisers and agencies to check their blocklists to ensure they’re not unwittingly defunding quality journalism.”
Read the article here.