More and more companies are insisting their ads for online news sites do not appear near articles that contain any of a long list of words, The Wall Street Journal is reporting.

According to the newspaper, the top words blacklisted by advertisers working with brand-safety firm Integral Ad Science include:

• Dead
• Shooting
• Murder
• Gun
• Rape
• Bomb

"Trump" was also on the list.

Integral Ad Science Inc., a firm that ensures ads run in content deemed safe for advertisers, said 83 advertisers also blocked "Obama."

Some companies, including McDonald's Corp, are blocking digital ad placements in hard news to various degrees, the newspaper said.

Colgate-Palmolive is also blocking online ad placements in news stories, the Journal said. It attributed the information to people with knowledge of its ad strategy.

Other companies are compiling extensive keyword blacklists that make nearly all political or hard-news stories off-limits for their advertising, according to the Journal.

"It is de facto news blocking," said Megan Pagliuca, chief data officer at Hearts & Science, an ad-buying firm.

Nick Hewat, commercial director at The Guardian, said the long list of blacklisted words "is going to force publishers to do lifestyle content and focus on that at the expense of investigative journalism or serious journalism."

The Guardian noted internet advertising is forecast to grow by 10% globally next year — the lowest level since 2001.

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