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Pernod Ricard’s Mukherjee spearheads the fight against hate speech online

September 20, 2021

As the digital advertising landscape continues to evolve, Ann Mukherjee, CEO of Pernod Ricard North America, is among the leading marketers leading an effort to tackle hate speech on online platforms.

Last year, Pernod unveiled the #EngageResponsably effort with a campaign on Twitter, Instagram and Facebook, calling on advertisers and social media companies to set new standards for more responsible online advertising. Now this push is being extended in partnership with leaders in the advertising industry, the Association of National Advertisers (ANA) and the Global Alliance for Responsible Media (GARM).

Mukherjee and Ivan Pollard, former chief marketing officer of General Mills, are co-chairs of #EngageResponsably as it seeks to amplify its message in collaboration with partners like Facebook, TikTok, YouTube, Twitter and Snap. The ANA and GARM will ask companies to sign a pledge to support efforts and concrete actions to combat hate speech online, including dialogue and responsible behavior on social media and the use of tools from social platforms to report incidents of hate speech online.

“We are proud to have launched #EngageResponsably, and we are delighted to see ANA and GARM make this an industry-wide initiative,” said Mukherjee. “Hate speech online is not a hypothetical problem. Every day, thousands of hateful conversations take place on social media. According to the Anti-Defamation League, 35% of Americans have experienced hatred online because of their racial, religious or gender identity. It is a huge threat to public health, especially to adolescents. As advertisers, we cannot ask people to engage with us on social platforms and then absolve ourselves of any responsibility for any hate they may feel there. This is our return to responsibility. Mukherjee will be a speaker at the 45th Annual Impact Marketing Seminar in New York City on September 29.—Daniel Marsteller

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Tagged: hate speech, Pernod Ricard

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