Lego hits pause on paid social media advertising

The group has said that it will not invest in any paid advertising on global social media platforms for at least 30 days

Written by Georgie Dobie

Posted 02.07.2020 | Business

Lego hits pause on paid social media advertising thumbnail

Lego’s chief marketing officer Julia Goldin has issued a statement on behalf of the Lego Group in which she has announced that the company will pause all paid advertising on global social media platforms for at least 30 days.

The move comes at a time when a boycott of advertisers on social media is gaining momentum, with Facebook a primary target. Companies have been expressing unease with how social media platforms handle misinformation and hate speech.  

Goldin said: “We are committed to having a positive impact on children and the world they will inherit. 

“That includes contributing to a positive, inclusive digital environment free from hate speech, discrimination and misinformation. 

“We will take immediate steps to carefully review the standards we apply to advertising and engagement on global social media platforms.” 

Goldin added that the Lego Group will not change its media investment during this period and would instead be investing in other channels. 

She said that the company was planning to collaborate with its partners and it would take the necessary steps to create a more trusted digital world for people today and future generations. 

Goldin closed her statement: “We are confident solutions exist but urgent action is needed.” 

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