{"id":101271,"date":"2020-07-20T11:53:16","date_gmt":"2020-07-20T09:53:16","guid":{"rendered":"https:\/\/ipmark.com\/?p=100428"},"modified":"2020-07-20T11:53:16","modified_gmt":"2020-07-20T09:53:16","slug":"wfa-pide-a-los-anunciantes-acabar-con-las-expresiones-lista-blanca-y-lista-negra","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=101271","title":{"rendered":"WFA pide a los anunciantes acabar con los conceptos \u2018lista blanca\u2019 y ‘lista negra\u2019"},"content":{"rendered":"
\"WFA
WFA pide a los anunciantes tres principales cambios, en colaboraci\u00f3n con GroupM, APB y 4As.<\/figcaption><\/figure>\n

El CEO de la Federaci\u00f3n Mundial de Anunciantes (WFA, por sus siglas en ingl\u00e9s), Stephan Loerke, ha pedido a la industria cambiar la actual narrativa y dejen de usar expresiones como \u2018lista blanca\u2019 y \u2018lista negra\u2019 por los perjuicios que pueden perpet\u00faar, \u201cno hubo ninguna intenci\u00f3n negativa en la creaci\u00f3n de estos conceptos, pero debemos reconocer que est\u00e1n mal utilizados<\/b>\u201d.<\/p>\n

En l\u00ednea a los consejos emitidos por la Alianza Global para los Medios Responsables<\/b>, \u201cestamos alentando a todos nuestros miembros que dejen de usar lista negra y lista blanca, referidos al contenido o a sitios que desean excluir o incluir en sus campa\u00f1as medi\u00e1ticas\u00bb<\/b>, seg\u00fan el CEO de WFA en un comunicado. Y a\u00f1adi\u00f3 que \u201ctodos sabemos que las palabras son importantes. En el mejor de los casos, pueden inspirar para realizar mejores acciones y, en el peor, pueden causar da\u00f1o o incitar a la violencia\u201d<\/strong>.<\/p>\n

Por ello, WFA pide a los anunciantes tres principales cambios, en colaboraci\u00f3n con GroupM, APB y 4As:
\n<\/b><\/p>\n

\"El
El CEO de la Federaci\u00f3n Mundial de Anunciantes (WFA), Stephan Loerke.<\/figcaption><\/figure>\n

1.-Cambiar la narrativa.<\/b> Denominar el contenido y los sitios que desea incluir en campa\u00f1as como \u2018Lista de inclusi\u00f3n\u2019<\/strong> y, a la inversa, los que desean eliminar, como \u2018Lista de exclusi\u00f3n<\/strong>\u2019.<\/p>\n

2.-Activar las redes. <\/b>WFA pide a los profesionales que corran la voz sobre este tema a trav\u00e9s de las redes y explicar la necesidad de este cambio cuando vean a otros que no lo est\u00e1n llevando a cabo.<\/p>\n

3.-Implementarlo en las operaciones. <\/b>Actualizar todos los documentos operativos y, especialmente, los contratos entre vendedores, agencias, plataformas y socios tecnol\u00f3gicos<\/strong> para reflejar este cambio.<\/p>\n

 \u201cNecesitamos emprender todas las acciones necesarias para perseguir los sesgos y crear seguridad para todos\u201d<\/strong>, ha a\u00f1adido el CEO de WFA. <\/p>\n","protected":false},"excerpt":{"rendered":"

El CEO de la Federaci\u00f3n Mundial de Anunciantes (WFA, por sus siglas en ingl\u00e9s), Stephan Loerke, ha pedido a la<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-101271","post","type-post","status-publish","format-standard","hentry","category-marcas"],"acf":[],"yoast_head":"\nWFA pide a los anunciantes acabar con las expresiones \u2018Lista blanca\u2019 y \u2018Lista negra\u2019<\/title>\n<meta name=\"description\" content=\"La Federaci\u00f3n Mundial de Anunciantes (WFA) pide a los anunciantes acabar con las expresiones \u2018Lista blanca\u2019 y \u2018Lista negra\u2019 en sus campa\u00f1as de marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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