ORLANDO – If you are going to try to force the world’s biggest technology giants to change their ways, it may pay to have safety in numbers.

That is why one of the largest, broadest bodies representing advertisers is optimistic it can win out in the end.

Back in June, the World Federation of Advertisers  (WFA)- a collection of 100 of the world’s top advertisers plus 60 associations also representing ad brands – used Cannes Lions to launch Global Alliance for Responsible Media to campaign on issues like brand safety, disinformation and hate speech.

In this video interview with Beet.TV, WFA CEO Stephan Loerke provides a progress update.

“We welcome very much that platforms have signed up to the initial manifesto, which was released in Cannes,” he says. “We are now working on fleshing out what we think those concrete outcomes should be.

“I want to be very candid – a lot of those discussions are difficult discussions, because they require adjustments and adaptations to existing models. We are still confident that platforms will be ultimately agreeing to those changes.”

Loerke says issues affecting the industry include “mainstream brands ending up on terror content, pedophile networks misusing certain platforms and Facebook Live now being used by a mass murderer”.

This video is was produced in Orlando at the CMO Growth Council.  The series is sponsored by iSpot.tv.    For more videos from the event, please visit this page.