In the UK, a Downing Street spokesperson said: 'Facebook, Twitter, YouTube and other providers have taken action to remove the video and other propaganda related to the attack. If enough companies begin to apply an ethical check to their advertising, and proactively avoid placing ads with outlets that publish inflammatory clickbait, this could be the key to building a healthier media, and a safer brand environment.' 'Yet the advertising money that funds the internet could also be a part of the solution. But so long as publishing hateful and extremist content remains profitable, there will always be a risk that brands will find themselves aligned with this kind of material. Social media activists Stop Funding Hate, on a mission to demonetise hateful content by pressuring advertisers, told the Drum: 'It’s astonishing that any newspaper would think it appropriate to share this appalling video.

New Zealand prime minister, Jacinda Ardern urged the media to show restraint: “We should not be perpetuating, sharing, giving any oxygen to this act of violence.' Popular gaming YouTuber PewDiePie had to condemn the attacker who urged viewers to subscribe to his channel, a reference to an internet meme. Social giants YouTube, Twitter, Facebook and Reddit were also playing catchup to delete footage and accounts related to the shooter.

Restaurant booking service Open Table said it has tasked its marketing team with 'making sure these sites are blacklisted from any OpenTable campaigns'. Since this morning, all three publishers have removed the videos. The Mirror claimed it ran no ads with the content. Brands including London North Eastern Railway (LNER) and Coral unwittingly found their advertising served in close proximity to the grim content on The Mail and The Sun websites, where their homepage takeovers appeared as the backdrops to the videos.

Video footage of christchurch shooting