Google (GOOGL.O) gave a promise on Tuesday to improve company policy and to carry out serious checks after several major companies have stopped cooperation with the internet giant.
Google was at the center of the British firestorm in recent days after large companies from supermarkets to banks and consumer groups withdrew their adverts from YouTube after they appeared along with videos of homophobic and anti-Semitic messages.
Alphabet started proceeding the situation and said Tuesday that the company had updated its policy and will provide advertisers more control.
U.K. is Google's biggest market outside the U.S. generating $7.8 billion, mostly from advertising in 2016 and almost 9% of the United States giant's global revenue.
Likewise, well-known English brands also some of the largest advertising companies in the world, responsible for placing a huge number of marketing materials for clients, said that they will review its cooperation with Google.