Vodafone has banned its advertising from appearing on hate speech or fake news outlets worldwide.
The telecoms giant has updated its code of conduct to ensure its brand is not being marketed on websites that "are fundamentally at odds with their values and beliefs as a company".
Chief executive Vittorio Colao said: "We will not tolerate our brand being associated with this kind of abusive and damaging content.
Vodafone has a strong commitment to diversity and inclusion; we also greatly value the integrity of the democratic processes and institutions that are often the targets of purveyors of fake news.
Historically, Vodafone's code of conduct has focused on safeguarding editorial independence. The new rules work on a "whitelist-based approach". Content controls will be implemented by a global agency network, led by WPP and including Google and Facebook.
The upshot of the change in policy means Vodafone adverts will only be shown by outlets "highly unlikely to be focused on harmful content".
The whitelist will be reviewed by both Vodafone and its global agency partners on a regular basis to ensure it is "neither too broad nor too narrow".
Vodafone's new code of conduct
Vodafone, third parties acting on its behalf and its advertising platform suppliers (including, but not limited to, Google and Facebook) must take all measures necessary to ensure that Vodafone advertising does not appear within hate speech and fake news outlets.
Vodafone defines these as outlets whose predominant purpose is the dissemination of content that is: