In a recent development, major brands such as Verizon, Amazon, and Popeyes found their advertisements appearing alongside inappropriate content on the burgeoning short-form video platform, XShorts. With over a million downloads, XShorts has rapidly ascended to the top of the free entertainment category on the Google Play Store, promoting itself as a hub for “short and hot videos.” Despite its ‘Teen’ rating, which suggests suitability for users aged 13 and older, the app has come under scrutiny for hosting sexually suggestive and racially offensive material.
Advertising Concerns and Policy Violations
Following inquiries from ADWEEK, Google assessed that XShorts breached its advertising policies, leading to a suspension of the app’s monetization capabilities. A Google spokesperson confirmed, “We blocked the XShorts app’s ability to monetize,” indicating ongoing reviews of the platform’s content.
During a brief exploration of the app, ADWEEK discovered a video feed reminiscent of TikTok, featuring nearly nude women and explicit captions, interspersed with political humor and racially charged memes. Notably, advertisements from prominent brands appeared seamlessly within this content, raising significant concerns about brand safety.
In a span of just five minutes, ads for Shell, Amazon’s Audible, Walgreens, Microsoft, and Popeyes were observed, often displayed as banner ads beneath videos or as full-screen interstitials. Additional reports indicated that brands like Verizon, Starbucks, and Gatorade also had their advertisements shown alongside highly sexualized content.
Brand Responses and Safety Measures
In response to the situation, a spokesperson for Roblox emphasized their commitment to brand safety, stating, “We have strict brand safety guidelines for our ads and have reached out to our ad suppliers to ensure our guidelines are continuously enforced, including immediately blocking this particular app.” Similarly, Puck has implemented new exclusions for keywords associated with XShorts, underscoring the importance of brand integrity.
Brands such as Todd Snyder and &SONS Trading Co. expressed their dismay at the inadvertent placement of their ads on the platform. &SONS CMO James Cowdale noted that the automated settings in Facebook Audience Network had led to their ads being displayed on XShorts, despite the brand’s strict advertising policies. He highlighted the challenges posed by limited transparency in ad placement systems.
Meta, the parent company of Facebook, confirmed that they have removed XShorts from their Audience Network for violating advertising policies. Mark McEachran, VP of Product at Basis, acknowledged the complexities of monitoring emerging platforms, stating that XShorts had not been flagged as an adult content platform until now.
The Challenges of Brand Safety in Advertising
The incident illustrates the intricate challenges advertisers face in maintaining brand safety. As new platforms like XShorts gain traction, the potential for ads to appear in unsuitable contexts increases. Neal Thurman, co-founder of the Brand Safety Institute, remarked on the difficulties marketers encounter in navigating multiple social media and ad platforms to ensure their campaigns are confined to safe environments.
As the digital advertising landscape continues to evolve, the necessity for robust brand safety measures becomes ever more critical. The recent findings regarding XShorts serve as a reminder of the complexities inherent in the advertising ecosystem, where the line between safe and unsafe inventory can often blur.
