A Job Ad on Breitbart Causes a Fuss

LAPD chief wondered if it was a spoof to 'discredit' department
By Kate Seamons,  Newser Staff
Posted Sep 30, 2019 8:41 AM CDT
In this Aug. 6, 2019 file photo Los Angeles Police Department Chief Michel Moore talks during a news conference at LAPD headquarters in Los Angeles.   (AP Photo/Marcio Jose Sanchez,File)

(Newser) – "Choose your future. LAPD is hiring!" The ad itself certainly isn't offensive—but the Los Angeles Police Department indicated the placement of it was. The department launched an inquiry over the weekend after being asked about the recruitment ad's appearance on Breitbart, a right-wing website that the LAPD tweeted "creates a negative juxtaposition to our core values. ... The LAPD celebrates diversity and embraces it within our ranks, and within the city we serve." More:

  • Police Chief Michael Moore addressed the situation on Twitter on Saturday morning: "No. LAPD did NOT purchase or otherwise acquire ad space on that website. Senior leadership at LA City Personnel Department also relayed they did not authorize or pay for this ad either. Both Depts s [sic] investigating whether spoof/other effort to discredit LAPD."
  • But NBC News notes there's not much of a mystery afoot; rather, the mechanics of buying ads online, especially through Google, lead to ads being shown to certain demographics or users rather than targeting specific sites.
  • Indeed, later Saturday, the JoinLAPD account tweeted that the ad space was not specifically purchased on Breitbart; rather, "Recruitment ads were purchased through Google and ended up on sites that do not reflect the City's values through automatic placement." Those Google ads were paused pending a review of the related ad filters and settings.

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