It's day 23 or thereabouts of Google UK's extremist ad horror, and the search behemoth has now decided it's time to be sorry about it and say things will change.
The company's chief business officer was made to write a long blog post while sounding sorry about the grim content advertising nightmare, with Philipp Schindler saying: "...starting today, we’re taking a tougher stance on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories."
To that end, it's hiring people -- regular, human people, with feelings and eyes -- to help police the thousands of hours of content uploaded to YouTube every day and make sure anything dodgy, or flagged as dodgy, is pulled long before adverts for big brands make their uploaders any money.
So can everyone start pumping the money back into its account, please? It's got a self-driving car scheme and some weird internet balloons to pay for with your mum's accidental clicks. [Google via Reuters]