Which? launches outdoor campaign targeting tech giants

Consumer charity Which? has launched a month-long national campaign to encourage people to sign its petition for government legislation to make tech giants take more responsibility for the content on their platforms.

Which? rebuffs the fact that tech giants like YouTube, Google and Facebook have capabilities for facial recognition, and other insights into your shopping habits and personal life, but cannot detect scams, fake reviews or faulty products on their own platforms which put consumers at risk.

Neil Caldicott, Which?’s director of audience, brand and comms, said: “Tech giants can do amazing things on their platforms using technology to make our lives better.

“However, they don’t seem to put the same effort into keeping consumers safe online. This campaign calls out the tech giants and uses public pressure to push them to act, so that we can all be better protected online.”

The campaign will be split across contextual digital and social media advertising on these platforms for two weeks and “safe and compliant” geo-targeted OOH ads at shopping centres and transport hubs across the UK for a further two weeks through media buying by Brainlabs and Goodstuff.

For example, in Birmingham’s main shopping centre there will be an eye-shaped screen with the question: “The tech giants can see you are in Grand Central Square – but can’t see scammers on their own sites? #JustNotBuyingIt.”

After this there will be a link to Which’s petition to make tech companies be more accountable for the content on their sites.