After the Supreme Court’s decision to overturn Roe v. Wade was released last week, leaving reproductive rights in the hands of state legislatures — some of which have already banned abortions — some marketers have already begun to scale back on advertising and are reevaluating their paid and organic content for social channels.
In addition, some marketers and agency executives have rethought their blocklists, including Supreme Court-related words and justices’ names to compensate for any brand safety concerns.
In the last two and a half years, major news events have included the pandemic, the January 6th insurrection, and the Russian invasion of Ukraine.
As a result, marketers have had to retool their media buying and planning strategies swiftly.
It is not surprising that advertisers would do so following the overturning of Roe v. Wade; marketers and agency executives told Politico in the spring that they had prepared their respective strategies.
According to some agency executives, clients who halted advertising following the release of the Supreme Court’s decision have resumed spending.
Following the decision, a large number of clients paused both organic and paid media, according to a source from a holding company.
However, the majority of these clients have now fully or nearly fully resumed posting. Others report that they are still advising clients to halt media activity.
She stated in an email that Mekanism’s head of media, Carrie Dino, advised clients to pause advertising over the weekend while the agency used search trends and “social listening tools” to track the conversation and overall sentiment.
The agency continues to advise clients to pause organic social activity that “does not explicitly address the issue” and is “evaluating paid advertising on a case-by-case basis.”
As a result, marketers were forced to quickly restructure their media planning and buying approaches.
Given that marketers and agency execs informed Politico in the spring that they had planned their different plans, it is hardly surprising that advertising would act in this way following the Roe v. Wade decision.
Some agency executives claim that clients who stopped spending on advertising after the Supreme Court’s ruling was announced have started up again.
She claimed in an email that Mekanism’s head of media, Carrie Dino, urged clients to halt advertising over the weekend while the company monitored search trends and the conversation’s overall sentiment using “social listening technologies.”
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Dino continued, “We have been working with them to review any paid or organic content that is published on their social media channels, updating our block lists and keyword lists, and sending out a survey to understand their corporate position and evaluate any messaging shared publicly directly from the company or from key employees.”
Tim Lathrop, executive director of platform media at media agency Mediassociates, remarked, “Clients are cautious when it comes to organic social content,” adding that caution and efforts to “be more sensitive” have become ingrained in clients as a result of major news events such as the Russian invasion of Ukraine.
This does not imply that all advertisers and clients are pausing their efforts or pulling back.
