Social media advertising: LEGO decides to take a "break"

01/07/2020 - 14:17 Lego news

Social media advertising: LEGO decides to take a "break"

LEGO today declares that it wants to thoroughly review its marketing policy when it comes to advertising via social networks and announces a pause of at least 30 days of the various ongoing campaigns. You should therefore no longer be entitled to the usual sponsored posts that clutter your LEGO fan facebook feed during the coming month.

In his press release, the brand chooses its words and carefully avoids making the connection with the boycott campaign entitled "Stop hate for profit"already followed by many brands and which directly targets facebook, but it is difficult not to see in this sudden awareness and this urgent desire for introspection a reaction to the campaign in question launched since June 17 by several NGOs and associations specializing in the defense of civil rights.

... 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. While we do that, we will pause all paid advertising on global social media platforms for at least 30 days.

We will not change our media investment during this period and instead, invest in other channels.
We will work to collaborate with our partners and take whatever steps are necessary to create a more trusted digital world for people today and future generations. We are confident solutions exist but urgent action is needed ...

We note that LEGO ultimately prefers to act rather than staying on the side of those who decide nothing at the risk of being accused of complicity with the evil media peddling hatred and fake news. It's still better than nothing even though the above ad sounds a bit like an opportunistic and falsely individual awareness in my opinion, as usual in the service of children and the world we will leave to them.

To reassure bad tongues who would conclude a little too quickly that LEGO is taking advantage of the situation to save a few dollars, the manufacturer is quick to confirm that the budgets that were initially supposed to be allocated to these marketing campaigns on social networks will be redirected to d 'other channels.

The art of not getting too wet but of avoiding appearing to be petty by taking advantage of the current context: Many indeed criticize the various brands which have openly chosen to join the initiative "Stop hate for profit"to do so mainly to limit the post-COVID financial damage.

Note: Regardless of your position on the subject, please be polite and courteous in the comments.

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