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Black Media Slighted as Spending Power Exceeds $1Trillion

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Nielsen Senior Vice President Cheryl Pearson-McNeil says Black consumers should invest in companies that invest in them. (Ann Ragland/NNPA News Wire)

Nielsen Senior Vice President Cheryl Pearson-McNeil says Black consumers should invest in companies that invest in them. (Ann Ragland/NNPA News Wire)

By George E. Curry

NNPA Editor-in-Chief

 

WASHINGTON (NNPA) – Although annual Black spending is projected to rise from its current $1 trillion to $1.3 trillion by 2017, advertisers allot only 3 percent of their $2.2 billion yearly budget to media aimed at Black audiences, a new Nielsen report has found.

The study, “Resilient, Receptive and Relevant: The African-American Consumer 2013 Report,” was released at a news conference Thursday at the Congressional Black Caucus Legislative Weekend by Nielsen and the National Newspaper Publishers Association (NNPA). The findings were released by Cheryl Pearson-McNeil, senior vice-president, public affairs and government relations for Nielsen, and Cloves Campbell, chairman of the NNPA and publisher of the Arizona Informant.

“Advertising expenditures geared specifically toward Black audiences reflected only three percent of advertising dollars spent,” the report stated. “Advertisers spent $75 billion on television, radio, internet, and magazine ads in 2012, with only $2.24 billion of that spent with media focused on Black audiences.”

The report said if consumption patterns dictated a company’s advertising budget, then spending with the Black media should be:

  • 44 percent higher on education and career websites;
  • 38 percent higher on streaming websites;
  • 37 percent higher on television (with special emphasis on cable) and
  • 15 percent higher on mobile phone advertising.

“The consumer insights this year are some of the most varied yet,” said Pearson-McNeil. “From store brand loyalty, to top watched television networks, which mobile apps are most popular, a deep dive into how Blacks spend their digital time, and how companies can reach 10 million Black consumers by developing a southern regional strategy – this year’s report is really a compelling read for both advertisers and marketers.”

A 2011 study by Burrell Communications showed that 81 percent of Blacks believe that products advertised in Black media are more relevant to them.

Businesses that bypass the Black media, the report said, limit their potential growth.

“Companies mistakenly believe there are no language barriers, that a general market ‘one-size-fits-all’ strategy is an effective way to reach African-Americans” the Nielsen study said. “Just the opposite is true.”

The Nielsen study names the companies that do the most advertising with Black media:

  1. Procter & Gamble ($75.32 million)
  2. L’Oreal ($52.34 million)
  3. McDonald’s ($38.24 million)
  4. Unilever ($31.48 million)
  5. U.S. Government ($28.36)
  6. Berkshire/Hathaway ($27.81 million)
  7. Comcast ($27.69) million)
  8. Hershey ($27.01 million)
  9. PepsiCo ($25.07 million)
  10. Walmart ($24.40 million)
  11. Fiat ($23.60 million)
  12. AT&T ($22.49 million)
  13. Verizon Communications ($22.08 million)
  14. Toyota ($21.43 million)
  15. General Motors ($20.81 million)
  16. Sony ($19.88 million)
  17. Johnson & Johnson ($19.59 million)
  18. Ford ($19.11 million)
  19. Allstate ($19.06 million)
  20. National Amusements, Inc. ($18.92 million)

 

Advertising by the top 20 companies increased by 2.5 percent between 2011 and 2012. The companies with the largest increases in spending with Black media were: Unilever (40.1 percent), PepsiCo (39.1 percent), Walmart (27.2 percent), the U.S. government (26.4 percent), L’Oreal (19.6 percent), Berkshire Hathaway (15.1 percent) and Comcast (13.2 percent).

Top 20 advertisers with the largest decreases were: Johnson & Johnson (30.7 percent), National Amusements (26.2 percent) and Verizon (24.6 percent).

“Until we do a better job as consumers in the choices we make and invest in companies that invest in us, we are not going to have any changes,” said Pearson-McNeil. Campbell said he hopes the data will help develop “conscious consumers.”

Utilizing Black media makes good business sense, the report said.

“By aligning additional marketing support and more focused strategies using media sources such as Black newspapers, Black radio, Black online sites and other media outlets trusted and relied on by Blacks for their unfiltered information, companies can develop more culturally relevant messages….” the report stated.

It noted that Blacks over index in certain categories, including health and beauty aids, unprepared meat, frozen seafood, feminine hygiene, women’s fragrances, and detergents.

“An examination of African-Americans’ overall category uses reveals some notable and perhaps newly discovered behavioral distinctions between Blacks and the Total Market,” the report found. “Blacks spend 44% more time on Education and Career sites and 21 % more time on Family and Lifestyle sites than Total Market consumers, breaking the myth that Blacks are disinterested in education and the family’s well-being. Additionally, African-Americans continue to be resilient in their role as early adopters of technology as 14% are more likely to spend time on Telecom/Internet Services sites.”

Blacks are also likely to spend far more time watching television.

“Blacks are voracious media users and leaders when it comes to setting pop culture trends. Nowhere is this more prevalent than in Blacks’ television habits where Blacks watch 37% more television than any other group, spending seven hours and 17 minutes per day viewing TV, compared to five hours and 18 minutes of total viewing for Total Market,” the Nielsen study stated.

It continued, “Black women, especially those 18-49, tend to be heavier viewers than their male counterparts. Not surprisingly, media outlets dedicated to Black audiences have a higher composition of Black viewers, which should be of interest to businesses who incorporate media buys into their marketing strategies.”

Blacks outpace Whites in buying smartphones. The Nielsen report found that 71 percent of Blacks own smartphones, compared to 62 percent of the total population. Most African Americans prefer Androids (73 percent) over iPhones (27 percent).

Although a lot of attention is being placed on the growth of Latinos in the U.S., the Black population, which now stands at 43 million people, grew 64 percent faster than the rest of the country since 2000, the study said. The average age is 35, three years younger than the overall population; 53 percent of Blacks are under the age of 35.

Significantly, 73 percent of Whites and 67 percent of Latinos identified Blacks as the driving force for popular culture.

Fortune 100 companies not ranking in the top 20 advertisers with Black media included: General Electric, Citigroup, IBM, Philip Morris, AIG, Home Depot, Bank of America, Fannie Mae, J.P. Morgan Chase, Kroger, Merck, State Farm Insurance, Hewlett-Packard, Morgan Stanley, Sears Roebuck, Target, Merrill Lynch, Kmart, Freddie Mac, Costco, Safeway, Pfizer, J.C. Penney, MetLife, Dell Computer, Goldman Sachs, UPS, Prudential Financial, Wells Fargo, Sprint, New York Life, Microsoft, Walt Disney, Aetna, Walgreen, Bank One, BellSouth, Honeywell, UnitedHealth Group, Viacom, American Express, Wachovia Corp., CVS, Lowe’s, Bristol-Myers Squibb and Coca-Cola.

“Too often, companies don’t realize the inherent differences of our community, are not aware of the market size impact and have not optimized efforts to develop messages beyond those that coincide with Black History Month,” said Campbell, chairman of the NNPA. “It is our hope that by collaborating with Nielsen, we’ll be able to tell the African-American consumer story in a manner in which businesses will understand and, that this understanding will propel those in the C-Suite to develop stronger, more inclusive strategies that optimize their market growth in Black communities, which would be a win-win for all of us.”

Freddie Allen is the Editor-In-Chief of the NNPA Newswire and BlackPressUSA.com. Focused on Black people stuff, positively. You should follow Freddie on Twitter and Instagram @freddieallenjr.

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Black Press

Event Preview: ‘Fashion v. Fascism’ – A Runway Revolution Is Coming to the Bay Area

“Fashion v. Fascism” (FVF) is an upcoming visually immersive event combining fashion, music, and political theater to expose the rise of fascism in the U.S. and advocate for resistance. Described as a live “runway revolution,” FVF premieres October 3 at The Rotunda in downtown Oakland. The event will feature five runway collections spotlighting elements of contemporary fascist politics, accompanied by political theater and live music, culminating in a call to action. Organizers state that culture is a potent defense when democracy is under siege. Read more to learn about this unique event.

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Designer Rickie Lee. Courtesy image.
Designer Rickie Lee. Courtesy image.

“Fashion vs. Fascism” (FVF) is a visually immersive evening of fashion, music and political theater exposing the rise of fascism in the U.S. and the need to resist. Democracy is under siege, and culture is one of our most potent defenses, organizers say.

Called a live “runway revolution,” FvF premieres Oct. 3 at The Rotunda, 300 Frank Ogawa Plaza in downtown Oakland.

A play that is part fashion show, part protest, part performance art, FvF stages five runway collections spotlighting the pillars of contemporary fascist politics and the urgent need to resist: the myth of a “glorious past,” the manufactured emergencies used to justify surveillance and crackdowns, and the oligarchs and grifters profiting from it all. Runway fashion shares the stage with political theater and live music, with a closing call to action.

“We need lawsuits, ballots and mass protests, but none of it lands if we’re not also fighting for people’s imagination,” says Linda Burnham, co-producer of the show. “People are exhausted and scared. FvF will expose the absurdities of fascist mythology and ideology in ways a news headline cannot and spark new ideas about how to resist.”

“Fascism doesn’t win by policy alone. It wins by telling a story. A myth about a ‘Golden Age.’ A permanent emergency that makes cruelty seem necessary. That’s not an accident, it’s a strategy, and it works on the same terrain as culture: image, spectacle, emotion,” says Aya De León, the show’s playwright.

“Every piece on this runway translates what is happening under fascism into a feeling,” explains Erica Furlong, the FVF creative director. “One designer’s trench coat is covered in pockets stamped ‘TRUTH,’ ‘MEMORY,’ ‘HOPE,’ ‘VOTE,’ ‘FUTURE,’ because that’s literally what gets seized first, pocket by pocket, under fascist decline. Fashion can hold grief and hope in the same silhouette, and that tension is exactly what this moment needs.”

At its best, fashion is about creativity, diversity, innovation, experimentation and the free exchange of ideas. Fascism, by contrast, demands conformity and control, while suppressing dissent.

FVF was created, organizers say, because democracy should always be in style.

Featured designers include Erica Varize, Rickie Lee, Tianna Charity, Julie Wong, and Maria Flores. The evening features a script by lead playwright Aya De León, musical performances by Mindeullae Project and DJ Emancipation, and other special guests.

FvF is designed to travel. Following the Oakland premiere, FvF will extend its reach through a documentary short, a curriculum on contemporary fascism in the U.S., and a full replication playbook — design templates, script, and curriculum — so organizers in other cities can stage their own version of the show.

Get more details at www.fashionvfascism.org.

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Black Press

OP-ED: How Does Your State Rank for Pre-K?

BLACKPRESSUSA NEWSWIRE — “Other states should take note: Georgia proves that state-funded preschool with well-qualified teachers, pay parity with K-12, small classes, and strong continuous improvement systems can be scaled as a universal program,” said NIEER director Steve Barnett. “With new initiatives to support quality, Georgia can expect increased enrollment, but leaders should also actively promote increased enrollment.”

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Photo: iStockphoto / NNPA.
Photo: iStockphoto / NNPA.

Georgia’s state-funded pre-k program for 4-year-olds was recently recognized as the largest state-funded preschool program in the nation to meet all 10 quality benchmarks, and the first universal program to do so. Georgia’s recognition is the top finding in the National Institute for Early Education Research’s new 2025 State of Preschool Yearbook. The yearbook provides an annual snapshot of state-funded preschool across the country. Forty-four states and the District of Columbia fund preschool programs.

Only five additional states meet all 10 of NIEER’s research-based benchmarks for quality —Alabama, Hawaii, Michigan, Mississippi, and Rhode Island—in this year’s report. None of those programs have the reach of Georgia Pre-K. NIEER’s benchmarks measure essential preschool quality indicators, including teacher qualifications, class sizes, early learning standards, and program assessments.

“Other states should take note: Georgia proves that state-funded preschool with well-qualified teachers, pay parity with K-12, small classes, and strong continuous improvement systems can be scaled as a universal program,” said NIEER director Steve Barnett. “With new initiatives to support quality, Georgia can expect increased enrollment, but leaders should also actively promote increased enrollment.”

Nationally, state support for preschool education hit record highs in enrollment and funding in 2024-2025. The pace of growth slowed, however, compared to the prior year, and many states continue to lag behind pre-pandemic enrollment levels. Preschool enrollment increased by 44,000 children nationally, reaching almost 1.8 million, including 37% of U.S. four-year-olds and 9% of three-year-olds. California, Colorado, Michigan, Minnesota, and Missouri contributed the most to increased enrollment, adding more than 52,000 new seats.

States spent nearly $14.4 billion on preschool in 2024-2025. Including federal and local dollars, total spending was almost $17.7 billion. Three states each spent more than $1 billion last year: California ($4.1 billion), New Jersey ($1.2 billion), and New York ($1 billion). Together, these three states account for 45% of all state preschool spending. Texas adds almost another $1 billion.

Spending increased by $434 million, or 3%, adjusted for inflation. Twenty-eight states increased preschool funding, including Michigan and New Jersey, which each added more than $100 million. “Not only does preschool access vary by which state a child happens to live in, but so does the quality of that preschool experience,” said Allison Friedman-Krauss, lead author of the report. “Only high-quality early care and education programs support children’s development enough to result in lasting academic and other gains that ultimately deliver savings for taxpayers.”

A record six states met all 10 of NIEER’s recommended quality standards, with Alabama doing so for the 20th consecutive year. Georgia joined this list this year after improving its teacher-to-child ratio from 1:11 to 1:10 and lowering maximum class sizes to 20. Several states met 9 of 10 benchmarks, including New Mexico, which is working toward universal access for both three- and four-year-olds. Once New Mexico requires all lead teachers to have a bachelor’s degree in early childhood education, it will be on par with Georgia in terms of both quality and quantity.

Not all states moved forward. Twenty states enrolled fewer preschoolers in 2024-2025 than the prior year, with enrollment dropping by more than 1,000 children in Arizona, Florida, New York, Ohio, Oklahoma, and Wisconsin. Seventeen states spent less on preschool than the prior year, adjusted for inflation, with Arizona, North Carolina, Oregon, and Texas seeing the largest percentage declines. Additional information about the State of Preschool Yearbook, including individual state profiles and maps, graphs, and state rankings, can be found at www.nieer.org.

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Black Press

Port of Oakland, Army Corps Sign Historic Harbor Design Agreement

OAKLAND POST — Oakland Port Commission President Stephanie Dominguez Walton called the agreement a historic milestone that will support thousands of jobs. “Today marks a historic occasion for the Port as we sign the inaugural Design Agreement for the Turning Basin Widening Project, which will keep Oakland competitive,” said Walton.

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The U.S. Army Corps of Engineers (USACE) San Francisco District and the Port of Oakland commemorated the signing of the inaugural Design Agreement for the Oakland Harbor Turning Basins Widening Project during a ceremony aboard the USS Potomac at Jack London Square. (L-R) Major General Jason Kelly, USACE Deputy Commanding General for Civil and Emergency Operations, Oakland City Councilmember Carroll Fife D-3, Oakland Mayor Barbara Lee, Oakland Port Commission President Stephanie Dominguez Walton, Alameda Mayor Marilyn Ezzy Ashcraft, Port of Oakland Executive Director Kristi McKenney, U.S. Representative Congresswoman Lateefah Simon D-12, Lt. Col. Virginia Brickner, and commander of the USACE San Francisco District. Photo by Carla Thomas.
The U.S. Army Corps of Engineers (USACE) San Francisco District and the Port of Oakland commemorated the signing of the inaugural Design Agreement for the Oakland Harbor Turning Basins Widening Project during a ceremony aboard the USS Potomac at Jack London Square. (L-R) Major General Jason Kelly, USACE Deputy Commanding General for Civil and Emergency Operations, Oakland City Councilmember Carroll Fife D-3, Oakland Mayor Barbara Lee, Oakland Port Commission President Stephanie Dominguez Walton, Alameda Mayor Marilyn Ezzy Ashcraft, Port of Oakland Executive Director Kristi McKenney, U.S. Representative Congresswoman Lateefah Simon D-12, Lt. Col. Virginia Brickner, and commander of the USACE San Francisco District. Photo by Carla Thomas.

A $642 million project designed to accommodate larger cargo ships and strengthen the Port of Oakland’s position as a major Pacific trade gateway moved a significant step closer to construction on Aug. 27.

The U.S. Army Corps of Engineers (USACE) San Francisco District and the Port of Oakland commemorated the signing of the inaugural Design Agreement for the Oakland Harbor Turning Basins Widening Projectduring a ceremony aboard the USS Potomac, the presidential yacht once used by President Franklin D. Roosevelt.

The project will widen the Port’s Inner and Outer Harbor turning basins, allowing today’s increasingly larger and longer vessels more space to safely maneuver and turn around. The current basins are narrow, creating delays and operational inefficiencies.

Oakland Port Commission President Stephanie Dominguez Walton called the agreement a historic milestone that will support thousands of jobs.

“Today marks a historic occasion for the Port as we sign the inaugural Design Agreement for the Turning Basin Widening Project, which will keep Oakland competitive,” said Walton.

The agreement advances the project into its preconstruction engineering and design phase following years of planning and collaboration.

Lt. Col. Virginia Brickner, commander of the USACE San Francisco District, said the signing represented tangible progress toward construction.

“We are moving forward. We are showing progress,” Brickner said.

Major General Jason Kelly, USACE Deputy Commanding General for Civil and Emergency Operations, said dredging is critical for maritime dominance, supply chains, and economic competitiveness.

“Dredging sustains our national economic infrastructure,” he said. “The future demands more, the taxpayer deserves more, and together we’re going to deliver.”

For U.S. Representative Congresswoman Lateefah Simon (D-CA-12), the Port project will support jobs beyond its completion. “This will impact workers and businesses, and every shipping container represents multiple jobs.”

Oakland Mayor Barbara Lee described Oakland as a gateway to international markets and spoke on earlier efforts to deepen Oakland’s shipping channel to 50 feet. While serving in the California Legislature, Lee helped bring together labor, business, environmental advocates and Port officials to resolve disputes surrounding dredging and environmental protections.

“We want the Port to remain competitive economically,” Lee said, excited about both protecting the environment and generating sustainable jobs in the region. “We want to make sure that we create good-paying union jobs, and that the Port continues to not just survive, but thrive.”

Port of Oakland Executive Director Kristi McKenney said economic growth is dependent on investments in the Oakland Harbor’s infrastructure.

“This investment and staying competitive will fuel our economy for years to come,” said McKenney.

The Port of Oakland, with its partners, supports more than 98,000 regional jobs and $174 billion in annual economic activity. The Port oversees the Oakland Seaport, the Oakland San Francisco Bay Airport (OAK), and nearly 20 miles of waterfront, including Jack London Square.

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Black Press

Democratic Clubs Interview Candidates for Oakland School Board

OAKLAND POST — For the first time, the interviews were jointly sponsored by the John George Democratic Club, Wellstone Democratic Renewal Club, Oakland East Bay Democratic Club, Black Women Organized for Political Action (BWOPA), Niagara Democratic Club, Block by Block Organizing Network and Oakland African American Chamber of Commerce.

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(L-R) Sylvia Williams, Mike Hutchinson, Kathryn Camp
(L-R) Sylvia Williams, Mike Hutchinson, Kathryn Camp

Local Democratic clubs and community organizations interviewed candidates running for Oakland school board in the November elections, including incumbents Jennifer Brouhard in District 2, Mike Hutchinson in District 4 and Valarie Bachelor in District 6.

For the first time, the interviews were jointly sponsored by the John George Democratic Club, Wellstone Democratic Renewal Club, Oakland East Bay Democratic Club, Black Women Organized for Political Action (BWOPA), Niagara Democratic Club, Block by Block Organizing Network and Oakland African American Chamber of Commerce.

The Democratic clubs interviewed only registered Democrats.

John George and Wellstone endorsed Brouhard and Bachelor. Neither endorsed Hutchinson.

In District 4, Wellstone ranked Sylvia Pfeiffer Williams first and Kathryn Camp second. John George ranked Camp first and Williams second.

Hutchinson, an Oakland native and Oakland public schools graduate, highlighted his record.

“I was in board leadership and chaired the Budget and Finance Committee,” he said. “We passed balanced budgets and paid off the state loan early, which allowed us to finally leave state receivership after 22 years.”

Hutchinson said the district faces a financial crisis requiring changes in board leadership and district policies.

“We need a different majority so we can get back on track, end school closures, and manage our resources better,” he said.

Williams taught adult education in Oakland for 18 years.

Williams said her philosophy “comes from the disability justice world, to center the needs of the most vulnerable. When we center the needs of the most vulnerable, we create environments, systems, and learning experiences in which everyone can thrive.”

Williams framed potential school closures as an equity issue.

“Are we thinking about closing schools up in the hills?” she asked. “Or are we thinking about closing schools where communities are in crisis right now?”

Camp, a Bay Area native and Oakland resident of 25 years, has a son in second grade.

“Our kids are only getting one shot at a great education, and I’m running to bring pragmatic, student-centered leadership that restores trust, builds responsibility, and delivers results for every child,” she said.

On her website, Camp pledged accountability and transparency. “As a proud OUSD parent, I know our schools need more than promises – they need fiscal responsibility, equity, and meaningful action guided by long-term strategy,” she said.

“That means protecting classrooms, supporting teachers, using resources wisely, and making decisions that reflect clear priorities and real accountability,” said Camp. “It also means bringing people together and providing the kind of steady leadership that can navigate complex systems, ask hard questions, and stay grounded in what matters most: student outcomes, thriving schools, and a district that works for the communities it serves.”

Wellstone’s Education Committee said it opposed Hutchinson because he frequently challenged the board majority and superintendent.

“He also claims that the teachers’ contract is illegal that a grand jury should be called. He is not endorsed by the teachers’ union; he has been disruptive and non-collaborative at meetings,” and he has been absent 26% of the time, the committee said.

“He claims that the teachers’ contract is illegal and that a grand jury should be called,” the committee said. “He takes individual credit for accomplishments, including paying the state loan, when in fact these changes came from the work of the entire board, or were the result of following through on policy.”

Next week: District 6 school board candidates.

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Black History

Nuna Phillips-McKee Celebrates 100 Years: ‘A Century of Faith, Family and God’s Amazing Grace!’

OAKLAND POST — Nuna’s life has been one of Christian service. A longtime member of Wings of Love Maranatha Ministries, now Incredible Church, she serves as director of Community Services and is actively involved in the church’s Food Ministries.

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Nuna Phillips-McGee, far right, will be celebrating her 100th birthday with sisters (l. to. r.) Donna Hayes, Ida Williams, Sandra Phillips and Enis Harrison. Photo by Carol Dossman.
Nuna Phillips-McGee, far right, will be celebrating her 100th birthday with sisters (l. to. r.) Donna Hayes, Ida Williams, Sandra Phillips and Enis Harrison. Photo by Carol Dossman.

Nuna Phillips-McKee will reach an extraordinary milestone on Sept. 24 —her 100th

birthday, marking a century filled with faith, family, service, laughter and the amazing grace of God.

Born Sept. 14, 1926, in Oakland, Nuna has witnessed a world of change during her lifetime, yet the values that have guided her remain constant: a deep faith in God, devotion to family, a strong work ethic and a heart for serving others.

She enjoyed a distinguished career as a civil servant for more than 40 years, demonstrating the dedication, dependability and strength that have characterized so much of her life.

Nuna’s life has been one of Christian service. A longtime member of Wings of Love Maranatha Ministries, now Incredible Church, she serves as director of Community Services and is actively involved in the church’s Food Ministries.

Through the years, she has continued to help meet the needs of others—not merely with food, but with kindness, compassion and a genuine desire to serve. Her ministry reflects a simple principle by which she lives: when God blesses you, you bless others.

Nuna is the proud mother of one son, whose memory she carries in her heart, and the beloved grandmother of three grandchildren, as well as six great-grandchildren and one great-great-grandchild.

At 100, she has the rare blessing of seeing several generations of her family carrying forward a legacy that began long ago.

She remains the loving, intelligent, witty, and, when the occasion calls for it, delightfully sassy Nuna that her family and friends know so well. Her contagious laugh, quick wit and youthful spirit have endeared her to generations of relatives, church members and friends.

Nuna was born into the large and loving Phillips family of seven sisters and one brother, with bonds that formed in childhood and have remained precious throughout the decades. Their shared love, faith, and family traditions have continued to be a source of joy, strength and countless treasured memories.

As family and friends gather for this special occasion, they will celebrate far more than a number. They will celebrate 100 years of prayers prayed and answered; 100 years of lessons learned and wisdom shared; 100 years of family, faith, laughter and love; 100 years of serving God and serving others.

Most of all, they will celebrate a life that stands as a testimony to God’s faithfulness through every season.

Nuna’s century-long journey can be summed up in the words chosen to commemorate this remarkable occasion: “100 years of God’s amazing grace.”

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Black Press

D.A. Ursula Jones Dickson: Terminix to Pay $3.15 Million Over Illegal Disposal of Pesticides, Customer Records

OAKLAND POST — District attorney investigators examining Terminix facilities throughout California between 2021 and 2024 found hundreds of pesticides and other hazardous-waste items that had allegedly been disposed of unlawfully, according to Jones Dickson’s office.

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Alameda County District Attorney Ursula Jones Dickson. File photo.
Alameda County District Attorney Ursula Jones Dickson. File photo.

Alameda County District Attorney Ursula Jones Dickson announced a $3.15 million settlement with Terminix International Inc. and Rentokil North America Inc. over allegations that the pest control companies illegally disposed of pesticides and hazardous waste and mishandled confidential customer records.

The settlement was reached by Jones Dickson, 28 other California district attorneys and the Los Angeles city attorney. The companies are collectively identified as Terminix in the settlement.

District attorney investigators examining Terminix facilities throughout California between 2021 and 2024 found hundreds of pesticides and other hazardous-waste items that had allegedly been disposed of unlawfully, according to Jones Dickson’s office.

The investigation also found instances in which Terminix allegedly failed to properly manage and dispose of private customer records, violating California laws intended to protect confidential consumer information.

Terminix cooperated with prosecutors after being notified of the alleged violations, the district attorney’s office said. As part of the settlement, the company agreed to strengthen its policies and procedures governing the handling and disposal of pesticides, hazardous materials and customer records.

The new requirements are intended to prevent prohibited waste from being placed in ordinary trash receptacles or sent to facilities not authorized to receive it. Terminix must also improve safeguards for confidential customer information before records are discarded.

Terminix operates five Alameda County locations under the Terminix and Western Exterminator Company names. The facilities are located in Hayward, Pleasanton and Union City.

Alameda County will receive $160,000 from the statewide settlement for civil penalties and reimbursement of investigative costs.

The agreement resolves the prosecutors’ claims against the companies and requires Terminix to maintain stronger waste-management and privacy protections at its California operations.

Jones Dickson announced the settlement Sept. 4.

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