John Steedman Slams Mumbrella & Campaign Brief For “Cowardly”, “Grubby”, “Cancerous” Reader Comments
WPP interim CEO John Steedman has slammed media outlets that publish vicious, anonymous reader comments in the hope of garnering more clicks while adding nothing constructive to the industry discourse.
In a statement issued to media, Steedman called the increasing problem of divisive and anonymous reader comments “the coward punches of public debate” before adding that he had witnessed a “concerning decline in the quality of online comment in our media industry”.
Steedman added: “People are being attacked for their sexuality or appearance, for their perceived ability or public statements.”
B&T has long argued against the practice too, labelling it as base, cheap and cowardly.
For the record, any comment to B&T must be via a respondent’s LinkedIn profile that identifies the person in full, including an accompanying photograph. B&T also vets any comment for appropriateness before publishing.
“Anonymous comments are a cheap laugh for the people behind these posts, and those who trawl through them, but it often causes real and lasting damage to those on the receiving end,” Steedman wrote.
“People who are going about their daily business, striving to deliver results like the rest of us and share honestly held opinions on important topics of discussion.
“This is another grubby example of the lack of respect in public discourse – a cancerous trend that now pervades politics, business, the media and the workplace,” he said.
You can read Steedman’s statement in full below:
An Open Letter to our Industry
It’s time for publishers to stamp out anonymous trolling: the coward punches of public debate
Anonymous trolling is not a new phenomenon. But this ugly side to online communications has reached a tipping point and we need to act.
These comments are the coward punches of public debate and the ability to comment anonymously simply acts as a shield for unacceptable behaviour. It simply has to stop.
During the past couple of years, I’ve seen a concerning decline in the quality of online comment sections in our industry media. People are being attacked for their sexuality or appearance, for their perceived ability or public statements.
Anonymous comments are a cheap laugh for the people behind these posts, and those who trawl through them, but it often causes real and lasting damage to those on the receiving end. People who are going about their daily business, striving to deliver results like the rest of us and share honestly held opinions on important topics of discussion.
This is another grubby example of the lack of respect in public discourse – a cancerous trend that now pervades politics, business, the media and the workplace.
Anonymous trolling in the industry media is now every bit as nasty as the cyberbullying of children on social media. And it often takes just one nasty comment for the bile to spew forth. Why do these people become so emblazoned and vitriolic in the comments sections of our trade media? Are they so lacking in self-worth that they get a small amount of joy from attacking others?
Don’t get me wrong, I’m always up for feedback and open debate of issues. This has always played an important role in finding better ways of doing things. But anonymous trolling is not the answer and it’s time we did something about it.
If somebody has something relevant to say about any issue, they should be required to log in. It’s a very simple but effective litmus test that means people are only able to post comments they’re prepared to see their name against. This would instantly put a stop to the worst of this behaviour and make all of us accountable for our opinions.
Freedom of speech is a core tenet of democratic society but let’s not pretend that’s what this is. These anonymous comments are the coward punches of public debate. They’re cheap and nasty hits that cause great damage but add nothing of any value.
It’s time we pulled the plug on the freedom of consequence currently enjoyed by these cowardly trolls. We need to put a stop to this posting of anonymous bile that these people only feel brave enough to do because no one knows where they’re hiding.
At WPP AUNZ, I am reminding our people that openness and integrity are among our company values and we have updated our social media policy for all our employees to explicitly address commenting behaviour. I will continue to remind our employees that that cyberbullying won’t be tolerated.
At an industry level, I believe we need to take a stand against hateful, destructive and derogatory behaviour. It would not be tolerated in person and should not be tolerated online.
Responsibility for stamping out anonymous trolling must fall on the publishing houses because we can’t rely on a small number of people to police their own behaviour. As readers and advertisers, we must hold the publishers to account and stop visiting or supporting sites that allow anonymous, clickbait commentary.
I’m asking all of our industry to put pressure on the media sites to ensure that everyone who posts must login in using their personal or work email address. I’m also calling on all reputable digital media outlets to take a stand and ban anonymous posting from their comment sections. I’ll be taking this to the industry associations and reinforcing our views with clients.
Between us we have the power to stop this despicable behaviour but actions speak louder than words. It’s time we stopped giving these anonymous trolls a platform for spreading their cowardly hatred.
Kind regards,
John Steedman
Interim CEO WPP AUNZ
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Groundhog day. Been here in 2006 and 2011. Nobay, Howcroft, Cummins, Brydon. It’s all been said before.
https://www.theaustralian.com.au/business/media/adlands-had-enough-of-the-blogs/news-story/b0d733aeb1dfccf857bce7d288eeb8ef
https://www.theaustralian.com.au/business/media/nameless-blogger-bile-hurts/news-story/8460be0b1c90fcb7fc4febdde5770fb8
Yes. However: “a concerning decline in the quality of online comment in our media industry”? Hasn’t it always been a cesspit of negativity and vitriol?
In fact, IMO it was worse 5-10 years ago when commenting seemed novel. Now, so many people follow the mantra of ‘don’t read the comments’ that I think the issue is, if anything, improving somewhat. No?
Finally. Thank you John for putting this out there. Our industry is hard enough, and we desperately need more kindness & compassion for one another, instead of anonymous tearing down. Anxiety & depression is at an all time high, and people need to be aware of the impact their comments can have on people. Bravo.
Well done for saying what everyone is thinking John. As someone who has stuck my neck out recently in the hope of making some long term changes to our industry, I know all about the anonymous negative comments. You want to look away but you just can’t. Our industry is hard enough at times let alone allowing cowards to say awful things without putting their name to it. Standing ovation from me John.
P.S you are right @davidhovenden, it really doesn’t take long to log in!
This is excellent.
Thanks for writing this piece Steady. Well overdue. See folks, it really doesn’t take that long to log in.