Reported execution
WPP says MOOD monitored football social conversation in real time, produced a weekly score and shared findings across LALIGA channels to make online abuse visible.
Our reading
A public index changes monitoring from a backstage compliance activity into a communications device. That can concentrate attention, but a score inevitably simplifies varied speech and context.
Production and evidence limits
Multilingual classification, appeals and data governance are central to legitimacy. WPP documents rules and reported outcomes, but not false-positive rates, moderation decisions or an independent causal study of hate reduction.
Sources & limits
WPP agency case study; reported reductions are campaign claims and classification error rates are not published.
- WPP — LALIGA’s MOOD — source publication date not stated.
Send a correction with the passage and supporting source.