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情境示意图。图／Ingimage

Brands Find Racist Videos Next to Ads

名牌广告和造假种族歧视影片 在YT一起播

On YouTube, an ad for the car company Mazda appeared before a video that repeated the racist falsehood that Haitian migrants in Ohio were “eating ducks on the side of the road.” An ad for the software giant Adobe showed up alongside another video that claimed “people have had their pets abducted and eaten by people who shouldn’t be in this country.”

在YouTube，汽车公司马自达一则广告出现在一段影片之前，该影片重申俄亥俄州海地移民「在路边吃鸭子」的种族主义谎言。软体巨头Adobe的广告与另一支影片一起出现，声称「人们的宠物被不该在这个国家的人绑架吃掉」。

Even an ad for Vice President Kamala Harris was placed ahead of a video that spread the unsupported statement that migrants were “going to parks, grabbing ducks, cutting their heads off and eating them.”

连副总统贺锦丽的广告之后也被安插一支影片，传播未经证实说法，称移民「去公园抓鸭子，砍了牠们的头吃掉牠们」。

Many advertisers have tried for years to avoid sharing space with content about polarizing politics, hate speech or misinformation. That ads appeared anyway on YouTube ahead of falsehoods about Haitian migrants underscores the difficulty advertisers face in maintaining brand safety.

许多广告业主数年来一直试图避免和两极化政治、仇恨言论与假讯息等内容共享空间。但YouTube上的广告还是出现在关于海地移民的谎言之前，凸显广告业主维持品牌安全面临困难。

Just last month, researchers discovered advertisements on YouTube for more than a dozen large organizations and consumer brands that monetized xenophobic (and quickly debunked) claims. Advertising dollars flowed both to YouTube and to the commentators it allowed to amplify inflammatory and racist narratives, according to a report by Eko, a group focused on corporate accountability.

光是上个月，研究人员就发现YouTube上超过一打大型组织和消费品牌广告，让仇外（但被迅速揭穿）的言论获利。关注公司问责的团体Eko指出，广告获利流向YouTube，以及被其允许放大煽动性与种族主义陈述的评论员。

The videos that were accompanied by the ads garnered nearly 1.6 million views on YouTube in a 72-hour period after former President Donald Trump promoted a falsehood about Haitian immigrants during a presidential debate, Eko found. The group estimated that the commentators likely earned a few thousand dollars collectively from the advertisements.

Eko发现，前总统川普在总统辩论中宣扬关于海地移民的谎言后，这些广告伴随的影片，72小时内在YouTube获得近160万浏览人次。该组织估计，这些评论员总共可能从这些广告赚取数千美元。

A spokesperson for YouTube said videos appearing on its site might be restricted from earning money if they had violated its “advertiser-friendly guidelines” or other policies. The company said it had removed one video flagged by Eko and was reviewing others.

YouTube一名发言人表示，在他们网站出现的影片若违反「广告商友善指南」和其他政策，可能会被限制赚取收入。该公司表示，他们已移除一支被Eko标记的影片，也在审查其他影片。

Advertisements for companies that used digital advertising platforms were 10 times more likely to appear on misinformation websites than on those that did not use the technology: Nearly 80% of the most active advertisers relying on such tactics from 2019 to 2021 had ads that appeared on such sites, according to a report published in Nature in June.

使用数位广告平台的公司广告，出现在假讯息网站的可能性是没有使用这类科技公司10倍：「自然」期刊6月发布的一份报告显示，2019至2021年间，仰赖这类策略的最活跃广告业主，近80%有广告出现在这类网站。

Having an advertisement land next to misinformation can be financially damaging — the share of people who click on such ads is 46% lower than for ads that avoid being twinned with toxic content, according to Integral Ad Science, a company focusing on brand safety.

关注品牌安全的公司Integral Ad Science指出，广告出现在假讯息旁边可能造成财务损失，点击这些广告的人数比率，比避免和有毒内容同时出现的广告低46%。

文／Tiffany Hsu and Stuart A. Thompson　译／罗方妤