Some of the world’s biggest food companies have joined forces to launch an alliance of global advertisers that aims to protect both consumers and brands from online safety issues such as hate speech and bullying.

The Global Alliance for Responsible Media will push for increased safety online and challenge the more negative aspects of social media, the organisation said at its launch in Cannes, France. Media companies including Facebook and Google are also members of the body, which is intended to allow for better communication between advertisers and the platforms that carry digital advertising.

Founder members of the World Federation of Advertisers founded the alliance. These included food giants Danone, General Mills, Mars Incorporated, Mondelez International, Nestlé, and Unilever.

The alliance said it wants a media environment where “hate speech, bullying and disinformation is challenged, where personal data is protected, and used responsibly when given, and where everyone, especially children, is better protected online”.

The move follows a number of instances in which global companies have had their brands affected by issues surrounding social media. In 2017, Guinness brand owner Diageo pulled all of its advertising from YouTube after an investigation found ads for its spirits brands appearing alongside footage deemed inappropriate for and exploitative of children.