'Advertisers have responsibility not to fund clickbait disinformation'

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Advertisers can indirectly fund disinformation if they do not monitor their ad placements properly, said a representative of a risk-rating organisation.Global Disinformation Index (GDI) lead product manager Emanuele Brandi said advertisers play a huge role in creating a trustworthy media environment and thus have a responsibility to make sure that their ads are not placed in sites that promote disinformation.He said some sites used "clickbaity headlines, controversial headlines, and sometimes trick headlines where it has nothing to do with the content" to draw viewers in order to earn money from advertisers.“The advertisers really have a role to play, because they are indirectly funding disinformation,” he said during a webinar yesterday. However, he said advertisers are victims as well, as his experience talking to brands found that they do not endorse disinformatio…