Famed advertising executive Martin Sorrell told CNBC that Google and Facebook have been exercising more responsibility and shouldn't be broken up by regulators.
"They tend to get an unfair rap, obviously, because of their size and their dominance," Sorrell said. "When you get to a trillion dollars, obviously you draw a lot of attention."as the companies work to eliminate undesirable content from showing up next to advertisements. Sorrell said he thinks the boycotts are generally ineffective, likening them to publicly negotiating with the Chinese government.
"It's a bit like dealing with the Chinese," said Sorrell. "You don't slap them in the face in public. What you do is you talk to them privately. You take them through what your beefs are, what your concerns are, and try and negotiate." If that doesn't work, small and medium-sized businesses must ban together to gain leverage against Facebook and Google, who rely on their advertising revenue, said Sorrell.
"They do have leverage because they are so important in the context of these platforms," Sorrell said. "I think one of the mistakes that the platforms made was not stressing that enough."WATCH: Sir Martin Sorrell questions Facebook ad boycotts and plans to work until he drops dead
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