Unilever is threatening to pull all of its cash advertising spends with tech companies Google, Facebook and Twitter following their failure to tackle fake news and toxic cultures on its platforms. Marketing chief at Unilever, Keith Weed oversees the annual budget of NZD$13.07 billion that is spent on marketing the hundreds of well-known brands like Lynx, Dove, PG Tips and Marmite.

"It is critical that our brands remain not only in a safe environment, but a suitable one. Unilever, as a trusted advertiser, does not want to advertise on platforms which do not make a positive contribution to society," said Weed.

Weed went on to say that Unilever would not invest in platforms or environments that do not protect children or which create division in society and promote hate or anger.

"We will prioritise investing only in responsible platforms that are committed to creating a positive impact on society."