Google bans ZeroHedge and The Federalist from its ad platform over protest articles

Alphabet CEO Sundar Pichai speaks during a session at the World Economic Forum (WEF) annual meeting in Davos, on January 22, 2020.

Fabrice Coffrini | AFP | Getty Images

Google has banned two far-right websites from its advertising platform after research revealed the tech giant was profiting from articles pushing unsubstantiated claims about the Black Lives Matter protests.

The two sites, ZeroHedge and The Federalist, will no longer be able to generate revenue from any advertisements served by Google Ads.

A Google spokesperson said in an email that it took action after determining the websites violated its policies on content related to race.

“We have strict publisher policies that govern the content ads can run on and explicitly prohibit derogatory content that promotes hatred, intolerance, violence or discrimination based on race from monetizing,” the spokesperson wrote. “When a page or site violates our policies, we take action. In this case, we’ve removed both sites’ ability to monetize with Google.”

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Google’s ban of the websites comes after the company was notified of research conducted by the Center for Countering Digital Hate, a British nonprofit that combats online hate and misinformation. They found that 10 U.S-based websites have published what they say are racist articles about the protests, and projected that the websites would make millions of dollars through Google Ads.

Google blocked The Federalist from its advertising platform after the NBC News Verification Unit brought the project to its attention. ZeroHedge had already been demonetized prior to NBC News’ enquiry, Google said. ZeroHedge and The Federalist did not respond to requests for comment.

Imran Ahmed, CEO of the Center for Countering Digital Hate, said it found advertisements for many companies that had otherwise made public statements supporting Black Lives Matter and the recent protests running on the websites.

“We found that lots of those companies are inadvertently funding through their advertising content that is outright racist in defense of white supremacism and contains conspiracy theories about George Floyd and the Black Lives Matter movement,” he said.

Google has banned various websites from its advertising platform in recent years, mostly targeting fake news operations.

ZeroHedge and The Federalist have become well known in recent years for publishing far-right articles on a variety of subjects. On the recent protests, ZeroHedge published an article claiming that protests were fake, while The Federalist published an article claiming the media had been lying about looting and violence during the protests, which were both included in the report sent to Google.

As the Black Lives Matter protests unfolded over recent weeks, hundreds of corporations eagerly lent their support. This includes Google, which said it has donated “$12 million in funding to organizations working to address racial inequities.”

There are other similar websites that continue to generate revenue through Google, causing continued concern for civil rights advocates. In its report, the Center for Countering Digital Hate pointed to examples of articles on other far-right websites such that carried advertisements by well-known brands while disseminating false narratives about the protest movement.

The issue also poses significant risks for brand security.

Caroline McCarthy, vice president of communications and content at TrueX, a digital advertising company, said companies need to hold Google and other digital advertising companies responsible for where their ads run.

“The reality is that they [brands] have to start by asking questions,” McCarthy said “They have to say, what is my brand content going to be running against? And if the other person on the other side of the conversation can’t give them a straight answer, then that’s a problem.”

“The pressure on the tech companies is only going to come from dollars actually, literally getting pulled,” she said.

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