Just as a whole life's problems cannot be solved in a day, neither can the epidemic of low quality, aggressive, misleading and, in some cases, extremist and dangerous advertising. Instead, we need to admit and accept that the problem is here. The charge that will undoubtedly be levied at Unilever is that this is all hot air or wishful thinking. If it doesn't change now, people will ask when will it? Keith Weed, and many others, have won ethically-focused praise for wanting to build consumer trust in advertising media again. What should be acknowledged above all, is their courage. These are leaders who have faced up to the fact their industry has a problem, and that the answer lies with them - the advertiser. Figureheads like this serve to inform the millions of marketers that use Google and Facebook's platform that there is a better way. The question remains, what that better way is.