Brazil: Sleeping Giants key figures 2020

The Brazilian division of U.S.-based organization Sleeping Giants – known as Sleeping Giants Brasil – was launched on May 18, 2020. It reports, on social media, whenever a brand's advertisement is found on a website that features fake news and/or hate speech. The brands are publicly invited to remove their ads from said websites in order to detach their images from suspicious content. Between May and June 2020, more than 130 brands were called out in Brazil, including Adidas, Samsung, and Santander. By removing their ads from websites deemed shady, advertisers in the South American country saved approximately 448 thousand Brazilian reals. The most affected website was Jornal da Cidade Online, which lost around 257 thousand reals set to be generated through advertising.

Key figures on Sleeping Giants in Brazil as of June 2020

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Sources

Release date

June 2020

Region

Brazil

Survey time period

May and June 2020

Supplementary notes

* Data retrieved from website Poder360.

Sleeping Giants Brasil is a movement inspired by U.S.-based organization Sleeping Giants. Its main goal is to report on social media whenever a brand's advertisement is found on a website that features fake news and/or hate speech. The brands are publicly invited to remove their ads from said websites in order to detach their images from suspicious, eventually criminal content.

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Statistics on "Advertising in Brazil"

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