American Express is cancelling all global marketing activity considered “insensitive or inappropriate” following the terrorist attacks on the United States.

The swift reaction to Tuesday’s events was made by the company’s Global Advertising Group, which normally convenes in Amex Tower in Lower Manhattan (successfully evacuated after the attack).

Although the decision applies to all global communications, its impact will vary between markets. “Our advertising tends to be product-led,” explained Amex’s Jackie Goozee in London, meaning campaigns differ according to the products being promoted in a market.

“Obviously, ads relating to the US or travel to the US will be pulled,” she added, while those depicting the joy of spending money may also face the axe. The golf championship in St. Louis this month, sponsored by Amex, has been cancelled, and the company’s mailings also face disruption.

Amex’s global ad agency is Ogilvy & Mather Worldwide in New York.

News source: AdAge Global