"We believe the combination of these new policies and controls will significantly strengthen our ability to help advertisers reach audiences at scale, while respecting their values", said Philipp Schindler, chief business officer for Google. The Guardian also withdrew its advertising saying that Google's AdX ad exchange placed its messages on "YouTube videos of American white nationalists, a hate preacher banned in the United Kingdom and a controversial Islamist preacher". It plans to speed up the process of removing ads from hateful or offensive content that attack peoples on the basis of race, religion or gender, and it is examining existing guidelines on what content can and cannot be hosted on YouTube.
Google is taking further steps to prevent ads from appearing next to hateful content.
Google allocates adverts against content using its automated advertising systems, free from human judgement. By hiring more employees Google would try to evaluate the content even before it is been flagged as inappropriate by the users. The British government has similarly expressed its dismay that its own advertisements have appeared on "inappropriate and hate-filled sites", after they signed a deal with Google.
In the United Kingdom, a committee of MPs has meanwhile demanded that Google explain how government adverts have appeared on "inappropriate and hate-filled sites" and whether the government and advertisers will be refunded payments made to the USA tech giant.
British supermarket chain J Sainsbury, whose ads appeared on videos posted by the white nationalist Polish Defence League, said it and its sister brand Argos would immediately suspend all Google advertising.
High-street banks 'exploited by Russian Federation to launder $740m'
Banks are supposed to confidentially alert authorities to transactions that may warrant further investigation. Coutts has previously been fined in the United Kingdom for violating money laundering rules.
Google made US$7,8bn in advertising revenue in the United Kingdom in 2016, accounting for 8,6% of the company's total sales.
Marc Goldberg, CEO of the ad safety vendor Trust Metrics, said Monday that the United Kingdom boycott of Google ads could signal an important shift in the industry, as brands demand stronger safety protections from companies like Facebook and Google.
Companies and brands will still be able to advertise on broader types of content if they choose to do so.
The newspaper said an analysis it conducted found more than 200 anti-Semitic videos, and that Google failed to remove six of them within the 24-hour period mandated by the European Union when it anonymously signalled their presence.
A significant increase in the capacity of staff personnel at Google (or YouTube) will enable the company to fast-track the development of new tools. While we have a wide variety of tools to give advertisers and agencies control over where their ads appear, such as topic exclusions and site category exclusions, we can do a better job of addressing the small number of inappropriately monetized videos and content.