Tech Giants are privy to some of our most important information and are trusted with masses of data and yet, still online scams, dangerous products and fake reviews are rife. #JustNotBuyingIt is the new campaign spearheaded by St Luke’s for Which? That holds tech giants accountable and calls for action against misinformation online.

The new multi-media campaign encourages the public to sign a petition demanding that the Government legislates to make tech companies take responsibility, and be more accountable for content on their sites. 

In a series of OOH ads and short films, the campaign uses visuals that open with a statement, rhetorically countered in the next line –

• “Tech Giants can recognise your face - but can't recognise a fake review?” 
• “Tech Giants can tell what you’re saving for - but can’t tell when a scammer’s after your savings?” 
• “Tech Giants can see if you’re getting married - but can’t promise to remove fake ads?” 
• ”Tech giants can tell you’ve bought a washing machine - but can’t tell you if it’s safe?”

The statements represent the three key consumer areas that Which? is pushing tech giants to tackle; scams, faulty products and fake reviews. Followed by the endline and hashtag which challenges the tech giants with the statement #JustNotBuyingIt.

“Tech giants can do amazing things on their platforms using technology to make our lives better. However, they don’t seem to put the same effort into keeping consumers safe online.” says Neil Caldicott, Which?’s Director of Audience, Brand and Comms, “This campaign calls out the tech giants and uses public pressure to push them to act, so that we can all be better protected online.”

The campaign also uses geo-targeted ads to highlight the power of tech giants and reinforce the message that they need to use their powers to protect consumers. One such ad is that featured on the eye-shaped screen in Birmingham’s main shopping centre that reads: “The tech giants can see you are in Grand Central Square - but can’t see scammers on their own sites? #JustNotBuyingIt.” This creative use of data serves as a reminder to audiences that tech giants are capable of far more regulation than they are enforcing and hopes to trigger audiences to get involved and sign the petition.

“It's time for all the tech giants to stop their excuses.” says Rich Denney, ECD at St Luke’s “They have the power and technology to monitor their own sites and a responsibility to protect the public who use them. Thankfully we have Which? leading the charge to petition Parliament to get this changed. Enough is enough, we are #JustNotBuyingIt anymore.”

Over the course of a month-long campaign, ads will be visible across the UK. For the first two weeks, high-profile OOH sites in shopping centres and transport hubs nationally and on London Underground will show the ads, followed by two weeks with a supporting digital and social media campaign. Media buying has been conducted through Brainlabs and Goodstuff. 

To maximise exposure and raise awareness, the campaign will use targeted and contextual advertising on the very platforms it is addressing, including YouTube, Google and Facebook. For all that tech giants are capable of, doing more to protect users and be safer online will contribute to a more ethical digital ecosystem. Which? is demanding strong new laws be introduced by the government to make tech giants protect people online. If you would like to sign the petition and hold platforms accountable, please click here.