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Speaking at Adwanted鈥檚 The Future of Media London on 9th October, MD of 蜜穴视频 Advertising Simon Kilby delivered a powerful keynote on why ad land must not fall asleep at the wheel in regards to social media 鈥� emphasising how it is both having detrimental effects on mental health as well as diminishing consumer trust.

Opening with a shocking fake radio link where the presenter is heard spouting hate and colourful language, Simon revealed that these are real posts that can be found across Twitter/X. He questions: if this content would shut down a radio station, TV show or magazine in seconds, why do we as an industry accept it on social media?

These harmful messages can currently be seen besides brand content: an Adalytics report published this summer revealed that ads for hundreds of the world鈥檚 biggest brands appeared online on pages with racial slurs, explicit sexual content and violent imagery, showing how brand safety can be in jeopardy on social media. In fact, according to Kantar research, only a tiny 4% of marketers think adverts on X provide brand safety. Plus, with the rise of fake news, generative AI and deepfakes, it鈥檚 harder than ever for audiences to determine real from fake. With over 8 in 10 people in the UK stating that they come across fake news in their day-to-day lives (Newsworks), this is an alarming issue. How are brands supposed to communicate with audiences to sell products and services if they can鈥檛 trust them?

In addition to the damaging effects social media can have on brand reputation, consumer trust and ultimately profits and revenue, Simon asked the audience in the room to think about the bigger picture: we are turning a blind eye to the social damage that social media is doing. Listing stats such as 鈥�84% of people think social giants have too much power鈥�, 鈥�52% fear tech is destroying our lives鈥� and 鈥�62% feel overwhelmed by the world鈥�, he underlined how social media use is linked with increased rates of anxiety, depression and poor sleep.

As a parent of two sons who have suffered with their mental health, Simon detailed how social media has personally affected his life and family. 鈥淭he stories that my son has told me about the part social media played in his challenges are incredibly disturbing. It has made me radically reduce my social media activity. As soon as you give a child a mobile phone with access to the internet and social media it will become a central focus in their life. Something I am sure all parents of teenagers in this room can relate to. The question is, what impact does this have on them?鈥�

He stressed: 鈥渙ur legacy has been built on supporting great, high-quality content 鈥� joyous radio, great TV, cinema and journalism. We are at risk of eroding this legacy 鈥� instead, funding platforms that are increasingly linked with a growing mental health crisis. We need to be very careful as an industry that the next generation of people attending a conference like this do not look back and say that our generation were asleep at the wheel 鈥� and we need to do something about it.鈥�

Evidently, the world is not going to stop using social media or stop advertising on it. Simon reiterated that the point of his speech was not to call for a ban in social media advertising or that all social media advertising is wrong. He noted that Bauer鈥檚 brands and presenters themselves have millions of followers, and radio and publishing brands have extended to become very much digital and social products. The key however is to ensure that it is used more responsibly.

Closing his keynote, just ahead of World Mental Health Day, he announced that 蜜穴视频 is launching an upcoming campaign as part of its ongoing 鈥樷�� initiative. The campaign will help to empower the way people use and interact with social media, providing practical resources, information and expert guidance.

To keep in touch with 蜜穴视频 and the upcoming Where鈥檚 Your Head At? campaign, register your email .