Advertiser Blocklist Spread During Pandemic and Have only Got Worse

Why It Matters

Blocklists are choking ad revenue for trusted news outlets, threatening the financial sustainability of the free press at a time when reliable journalism is most needed.

Key Takeaways

• One UK advertiser’s blocklist lists 34,000 words across 22 languages
• Blocklists now block up to 45% of Euro 2024 final coverage ads
• Research shows ads beside war or crime stories match entertainment performance
• 47% of agencies and 42% of advertisers refuse to relax brand‑safety settings
• Initial pandemic‑era blocklists were projected to cost UK news £50 million (~$63 million)

Pulse Analysis

The rise of advertiser blocklists began as a defensive response to brand‑safety concerns during the early days of the pandemic. Companies feared that words like "Covid" or "coronavirus" could appear alongside controversial content, prompting them to create extensive keyword filters. While the intention was to protect brand reputation, the practice quickly expanded beyond health terms to include any language associated with conflict, crime, or even everyday topics such as "grandma" or "Manchester." The result is a sprawling, opaque system that can contain tens of thousands of terms, making it virtually impossible for publishers to predict which stories will be demonetised.

For news organisations, the impact is both immediate and strategic. Advertisers pulling out of articles that contain blocked words translates into billions of dollars of lost revenue, as evidenced by the original £50 million (about $63 million) hit projected for UK publishers. Moreover, the collateral damage extends to high‑profile events like the World Cup, where nearly half of the coverage could be stripped of advertising due to generic safety triggers. This not only undermines the business model of newsrooms but also erodes the incentive to produce hard‑news reporting, which is essential for an informed public.

Industry research counters the fear that hard‑news environments harm ad performance. Studies from HarrisX and Mantis demonstrate that ads placed alongside war, politics, or sports stories achieve comparable click‑through and conversion rates to those next to entertainment pieces. Yet, despite this evidence, a sizable portion of agencies and advertisers remain unwilling to adjust their settings, perpetuating a cycle of over‑blocking. The "Back. Don’t Block" campaign seeks to shift the narrative, urging brands to rely on professional editorial judgment rather than blanket keyword bans, thereby safeguarding both revenue streams and the democratic function of a free press.