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By Sam Bradley-16 March 2021 08:00am Will paid moderation help brands escape online opprobrium? Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Last week s flurry of International Women’s Day-themed comms saw mixed results for brands. Burger King in particular scored an own goal with a Twitter post that clumsily attempted to discuss gender discrimination in the food world. Social media (and Twitter especially) can be a hostile place for advertisers who put a foot wrong. Though the Home of the Whopper ended up apologising, new features recently added by Twitter, TikTok and Reddit may have helped them pre-emptively spike that backlash, with that platform now offering advertisers and creators the option to moderate user replies.

Paul kasamiasSebastian redenzMathieu phillipsMarkyle rondonLynne deasonSam bettisDubose coleAndrew masonSherawaye haggerRaquel rosenthalEmily knoxChristina millerCamilla yatesHavas media groupInternational womenBud communications