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Companies like HP, Mars and other big-name brands are pulling their ads from YouTube. The advertiser fallout has come after BuzzFeed revealed that big companies’ ads were running alongside videos of children that were either exploitative comments.

Many companies like Mars, Smirnoff’s owner Diageo and German retailer Lidl have vowed not to come back until there are “appropriate safeguards.”

YouTube, though has already been cracking down on exploitative videos and disabling ads for other such clips. According to a spokesperson, the company is “working urgently to fix this.”

In another statement given to the Financial Times, YouTube stressed that it was clamping down on videos that might give “cause for concern” even if their content was illegal.

However, the move is clearly too late for many advertisers – they want to know their ads won’t display next to horrifying videos, and their concerns are absolutely spot on. Late response from YouTube also suggests the company’s dependence on algorithmic filtering and trusted viewers isn’t enough to prevent questionable or illegal videos.

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