CPH Post

Business

Danish companies advertising during Islamist executions

Optician will change online strategy after having an ad appear in an Islamic State recruitment video


Screenshot from IS propaganda video (Photo: Dailymotion)

July 1, 2014
15:03

by Andreas Jakobsen


It could have been a twisted commercial for an optician. A bearded Islamist points his rifle at a prisoner, shoots and misses his target. A slogan then pops up: "Need glasses?"

But it wasn't. As far as the Danish optician in question, Profil Optik, was concerned, it had simply signed a deal that included having adverts on the video-sharing site Dailymotion.com.

It – along with Nordea Bank – hadn't banked on its advert three times interrupting a 12-minute recruitment video for the the Islamic State (formerly ISIS or ISIL), which contained Islamist propaganda and footage of executions.

Heart dropped
"I got a sinking feeling in my stomach when I saw it," Pia Huusfelt, the head of Profil Optik, told DR.

"It's extremely unpleasant and really unfortunate that our name gets associated with such a video that we could never vouch for.

Profil Optik recently hired media agency MEC to oversee its new advertising campaign. MEC then purchased advertising space on video-sharing platforms like YouTube and Dailymotion through the company Smartclip. 

Profile Optik wants to target its ads to Danes aged 30 to 60 and it is Smartclip's job to make sure the commercials are played to users matching that target group. However, the online agencies don’t screen the content of the videos that the ad becomes attached to. That is the responsibility of the website.

May quit Dailymotion
The episode with the IS video will change how Profil Optik advertises in the future.

"We don't want this to happen again. If Dailymotion can't guarantee that it will filter out this type of content, we will stop advertising on Dailymotion," Huusfelt told DR.

It wasn’t possible to get Nordea to comment on the IS video.



Related stories



Latest Comments

Please avoid dramatizing: the EU should be more flexible to op in & out of...

(Fernando Bischof on November 23, 2014 07:18)

Congratulations!

(Mike Krewson on November 22, 2014 23:50)

Zzzzzzzzzzzzzzzzzzzzz...................

(Bradley Greenwood on November 22, 2014 16:57)

Islamic dress is not like wearing a kilt. Women, and men, cover up for moral...

(William Harvey on November 22, 2014 16:22)

Danes and other Scandinavians are generally very decent tourists. It's only...

(Lorenzo Luis Albano Farias on November 22, 2014 14:30)

And now for the evil perspective: Most of those foreigners who learn Danish...

(Lorenzo Luis Albano Farias on November 22, 2014 13:54)

How so very right... 9 years in dk... i miss british tv so much...even...

(Gérard Bonnin on November 21, 2014 19:28)

Whats a "tilbud of 72 virgins"?

(Kl Queteimporta on November 21, 2014 09:46)

How many years till the National Dish is shawarma ?

(Jon Paris King on November 20, 2014 13:46)

Godspeed guys & Merry Christmas.

(Buzzy Sørensen on November 20, 2014 13:31)