Sixteen of the world's biggest advertisers have joined together to push platforms such as Facebook, Twitter and Google's YouTube to do more to tackle dangerous and fake content online.
The Global Alliance for Responsible Media will also include media buying agencies from the major ad groups - WPP, IPG, Publicis, Omnicom and Dentsu - as well as the platform owners, the group said on Tuesday at the ad industry's annual gathering in Cannes, France.
Luis Di Como, executive vice president of global media at Unilever, said it was the first time that all sides of the industry had come together to tackle a problem that had far reaching consequences for society.
