Danish companies advertising during Islamist executions

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

July 1st, 2014 3:03 pm| by admin
facebooktwittergoogle_pluspinterestmail

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.

Phone envy: it isn't the size, it's what he does with it (photo: istock)
Mind over managing: Don’t feed the monster
  CNN recently ran an article highlighting research from the Univer...
(phot: Becks Kaysen)
Out and About: La fastest game on two feet
Despite being ‘the fastest game on two feet’, loads of action and fun (...
(photo: Clive Thain)
Hook up with Copenhagen at the 2015 Expat Fair!
All of the ‘freshers’ are excitedly gathering in the main hall, looking...
Fighting to be heard in Christiansborg: This country needs skilled foreigners! (photo:pixabay)
Business needs talent: A new start
On June 25, I was pleased to announce that the Confederation of Danis...
The minister's "pilgrimage" to the camps hardened her resolve to pick and choose (photo:pixabay)
Straight up: Refugees and the politics of fear
  The reality of a Lars Rasmussen-led government has hit home. The ...
(All photos: Hasse Ferrold)
About Town: Homeland’s head honcho, cuban cigars and the spaceman
  American TV-producer and scriptwriter Howard Gordon (left), the c...