As Newsguard’s project advances, it will soon become almost impossible to avoid this neocon-approved news site’s ranking systems on any technological device sold in the United States.
by Whitney Webb
Part 6 - Financial censorship
Another Newsguard service shows that this organization is also seeking to harm independent media financially by targeting online revenue. Through a service called “Brandguard,” which it describes as a “brand safety tool aimed at helping advertisers keep their brands off of unreliable news and information sites while giving them the assurance they need to support thousands of Green-rated [i.e., Newsguard-approved] news and information sites, big and small.”
At the time the service was announced last November, Newsguard co-CEO Brill stated that the company was “in discussions with the ad tech firms, leading agencies, and major advertisers” eager to adopt a blacklist of news sites deemed “unreliable” by Newsguard. This is unsurprising given the leading role of the Publicis Groupe, one of the world’s largest advertising and PR firms, has in funding Newsguard. As a consequence, it seems likely that many, if not all, of Publicis’ client companies will choose to adopt this blacklist to help crush many of the news sites that are unafraid to hold them accountable.
It is also important to note here that Google’s connection to Publicis and thus Newsguard could spell trouble for independent news pages that rely on Google Adsense for some or all of their ad-based revenue. Google Adsense has long been targeting sites like MintPress by demonetizing articles for information or photographs it deemed controversial, including demonetizing one article for including a photo showing U.S. soldiers involved in torturing Iraqi detainees at the infamous Abu Ghraib prison.
Since then, Google — a U.S. military contractor — has repeatedly tried to shutter ad access to MintPress articles that involve reporting that is critical of U.S. empire and military expansion. One article that has been repeatedly flagged by Google details how many African-Americans have questioned whether the Women’s March has aided or harmed the advancement of African-Americans in the United States. Google has repeatedly claimed that the article, which was written by African-American author and former Washington Post bureau chief Jon Jeter, contains “dangerous content.”
Given Google’s already established practice of targeting factual reporting it deemed controversial through Adsense, Brandguard will likely offer the tech giant just the excuse it needs to cut off sites like MintPress, and other pages equally critical of empire, altogether.