{"id":159589,"date":"2025-11-07T12:43:12","date_gmt":"2025-11-07T11:43:12","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=159589"},"modified":"2026-04-13T09:24:57","modified_gmt":"2026-04-13T07:24:57","slug":"brand-safety","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/brand-safety\/","title":{"rendered":"Brand Safety in Ads and Social Media [2025 Guide]"},"content":{"rendered":"\n<p>Imagine spending months designing your brand campaign. Everything is perfect \u2014 the copy, the visuals, the target audience. And then, just after launch, your ad appears next to a viral post filled with hate speech. Even though your brand has nothing to do with that content, people start to perceive it negatively. That\u2019s exactly what brand safety is about \u2014 ensuring your brand appears in the right places and reflects the values and identity you\u2019ve worked so hard to build.<\/p>\n\n\n\n<ul style=\"background-color:#eeffee\" class=\"wp-block-list has-background\">\n<li><strong>Brand safety refers to all measures that protect a brand&#8217;s image and reputation <\/strong>from the negative or damaging influence in advertising and the social media landscape.<\/li>\n\n\n\n<li>It&#8217;s important for multiple reasons, including <strong>maintaining customer trust<\/strong>, <strong>avoiding legal risks<\/strong>, <strong>strengthening brand consistency,<\/strong> and <strong>preventing crises<\/strong>.<\/li>\n\n\n\n<li>Regardless of whether in advertising or social media, brand safety measures always&nbsp;<strong>require careful preparation and a practical approach,<\/strong>&nbsp;combining clear guidelines, the right tools, and ongoing monitoring.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what\">What is brand safety?<\/h2>\n\n\n\n<p class=\"has-background\" style=\"background-color:#eeffee\"><strong>Brand safety<\/strong>&nbsp;refers to a set of practices and strategies designed to protect a brand&#8217;s reputation by keeping it away from harmful or unsuitable content.<br><br><strong>Traditionally, the term has been used in the&nbsp;advertising<\/strong>&nbsp;world, focusing on keeping ads away from harmful, offensive, or misleading environments.&nbsp;<br><br>However, in the era of&nbsp;<strong>social media and generative AI<\/strong>, brand safety now <strong>extends to monitoring how a brand is mentioned, discussed, and represented online<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347703db9&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347703db9\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"720\" height=\"405\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2024\/09\/brand-safety-example-blm-more-than-italian-min.jpeg\" alt=\"Unfortunate combination of the BLM banner and LavAzza ad\" class=\"wp-image-168254\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2024\/09\/brand-safety-example-blm-more-than-italian-min.jpeg 720w, https:\/\/brand24.com\/blog\/app\/uploads\/2024\/09\/brand-safety-example-blm-more-than-italian-min-18x10.jpeg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2024\/09\/brand-safety-example-blm-more-than-italian-min-300x169.jpeg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2024\/09\/brand-safety-example-blm-more-than-italian-min-248x140.jpeg 248w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Unfortunate combination of the BLM banner and Lavazza ad<\/figcaption><\/figure>\n\n\n\n<p><strong>In the advertising context, brand safety is achieved through:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Setting clear brand standards and suitability guidelines<\/li>\n\n\n\n<li>Managing inclusion and exclusion lists<\/li>\n\n\n\n<li>Utilizing contextual targeting<\/li>\n\n\n\n<li>Applying third-party verification.<\/li>\n<\/ul>\n\n\n\n<p><strong>In the social media context, brand safety is achieved through:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Establishing crisis management procedures.<\/li>\n\n\n\n<li>Setting communication tone and moderation rules<\/li>\n\n\n\n<li>Monitoring online mentions and <a href=\"https:\/\/brand24.com\/blog\/sentiment-analysis\/\" target=\"_blank\" rel=\"noopener\" title=\"sentiment analysis\">sentiment analysis<\/a><\/li>\n\n\n\n<li>Vetting influencer and partner collaborations<\/li>\n<\/ul>\n\n\n<style>.acf-simple-cta{border-radius:20px;background-color:#fff;max-width:640px;margin:auto;margin-bottom:30px;padding:30px 15px}@media(min-width: 768px){.acf-simple-cta{padding:48px 62px 46px 62px}}.acf-simple-cta__title{font-size:22px !important;font-weight:600;line-height:23px !important;color:#000;text-align:center;margin-top:10px}@media(min-width: 576px){.acf-simple-cta__title{max-width:280px;text-align:left;margin-top:0}}.acf-simple-cta__title span{color:#00ef88}.acf-simple-cta__row{text-align:center}@media(min-width: 768px){.acf-simple-cta__row{display:flex;align-items:center;justify-content:space-between;gap:10px;text-align:left}}.acf-simple-cta__content{margin-bottom:20px;text-align:center}@media(min-width: 576px){.acf-simple-cta__content{display:flex;justify-content:center;align-items:center;gap:10px;width:100%;max-width:100%}}@media(min-width: 768px){.acf-simple-cta__content{align-items:center;justify-content:space-between;margin-bottom:0;max-width:66%}}.acf-simple-cta__btn{flex-shrink:0;border-radius:30px;padding:11px 21px;font-size:14px;line-height:18px;font-weight:500 !important;color:#000 !important;letter-spacing:-0.14px;background-color:#00ef88;border:none;transition:background-color .3s ease,opacity .3s ease;display:inline-block}.acf-simple-cta__btn:hover{background-color:#4bffae;text-decoration:none;opacity:.9}.acf-simple-cta__btn:focus-visible{outline:2px solid #00ef88}.acf-simple-cta--primary{background-color:#00ef88}.acf-simple-cta--primary .acf-simple-cta__title{color:#fff}.acf-simple-cta--primary .acf-simple-cta__title span{color:#000}.acf-simple-cta--primary .acf-simple-cta__btn{background-color:#000;color:#fff !important;transition:background-color .3s ease-in-out}.acf-simple-cta--primary .acf-simple-cta__btn:hover{background-color:#171717}.acf-simple-cta--violet{background-color:#000}.acf-simple-cta--violet .acf-simple-cta__title{color:#fff}.acf-simple-cta--violet .acf-simple-cta__title span{color:#bf00ff}.acf-simple-cta--violet .acf-simple-cta__btn{background-color:#bf00ff;color:#000 !important;transition:background-color .3s ease-in-out}.acf-simple-cta--violet .acf-simple-cta__btn:hover{background-color:#bf00ff}.acf-simple-cta--small{padding:20px 15px}@media(min-width: 768px){.acf-simple-cta--small{padding:33px 45px 31px 56px}}.acf-simple-cta--no-icon .acf-simple-cta__content{max-width:100%;width:auto}.acf-simple-cta--no-icon .acf-simple-cta__title{max-width:100%}@media(min-width: 768px){.acf-simple-cta--no-icon.acf-simple-cta--small .acf-simple-cta__content{max-width:55%}}<\/style>\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Try the best brand safety tool!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hosto\">How to strengthen brand safety in advertising?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id01ad\">01 Establish brand standards and suitability guidelines<\/h3>\n\n\n\n<p>The best way to address brand safety concerns is to set clear guidelines for your digital advertising. Start by defining what your brand considers unsafe or inappropriate. <\/p>\n\n\n\n<p>Beyond the obviously risky stuff &#8211; like conspiracy theories, fake news, or criminal activity &#8211; think about which topics, language, or visuals don\u2019t align with your brand\u2019s image.<\/p>\n\n\n\n<p>In this place, it&#8217;s worth underlining the difference between brand safety and brand suitability.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Brand safety vs. Brand suitability table<\/h4>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Category<\/strong><\/td><td><strong>Brand safety<\/strong><\/td><td><strong>Brand suitability<\/strong><\/td><\/tr><tr><td><strong>Goal<\/strong><\/td><td>Avoid content that is universally recognized as harmful.<\/td><td>Align ad placements with brand values and tone.<\/td><\/tr><tr><td><strong>Focus<\/strong><\/td><td>Universal \u201cunsafe\u201d content (e.g., hate speech, violence, illegal activity).<\/td><td>Contexts that fit or enhance the brand\u2019s image and audience expectations.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"has-background\" style=\"background-color:#eeffee\"><strong>Brand suitability examples<br><\/strong><br>A vegan food-selling brand probably shouldn\u2019t show up next to a video promoting steak recipes, even if it\u2019s not universally harmful. It just contradicts the vegan brand&#8217;s values.&nbsp;<br><br>Similarly, a LEGO ad shouldn\u2019t precede a YouTube video titled&nbsp;<em>\u201cHow to Choose the Right Condom?&#8221;.&nbsp;<\/em>Do I really need to explain why?<\/p>\n\n\n\n<p>Moreover, as not all content is equally risky, you should set up a risk tolerance range.<\/p>\n\n\n\n<p>In practice, categorize it into low, moderate, and high-risk zones. This creates a clear framework showing you where you need strict control and where your brand can be more flexible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id02ad\">02 Create inclusion and exclusion lists<\/h3>\n\n\n\n<p><strong>Every ad platform gives you some control over where your ads appear<\/strong>. And that\u2019s where inclusion and exclusion lists come in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An&nbsp;<strong>inclusion list<\/strong>&nbsp;(also called a&nbsp;<strong>whitelist<\/strong>) is a list of trusted websites, apps, or channels <strong>where you want your ads to show<\/strong>. Think of it as your brand\u2019s safe zone where you know your message will fit right in.<\/li>\n\n\n\n<li>An&nbsp;<strong>exclusion list<\/strong>&nbsp;(or&nbsp;<strong>blacklist<\/strong>) does the opposite. It tells the platform where&nbsp;<strong>not&nbsp;to place your ads<\/strong>. For example, there are low-quality sites, controversial forums, or content categories that just don\u2019t match your values.<\/li>\n<\/ul>\n\n\n\n<p>By managing these lists, you ensure that your ad budget goes only toward placements that support your image and reach the right audience. <\/p>\n\n\n\n<p>It\u2019s one of the simplest yet most effective ways to build a strong foundation for brand safety.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id03ad\">03&nbsp;Use contextual targeting<\/h3>\n\n\n\n<p><strong>Contextual targeting<\/strong>&nbsp;is the practice of placing ads <strong>based on the content and context <\/strong>of a webpage, ensuring they appear in environments that align with your brand\u2019s values and message.<\/p>\n\n\n\n<p>In other words, contextual targeting is a strategy based on analyzing the entire page (including topic, tone, and meaning) to determine whether it\u2019s a good match for your brand.<\/p>\n\n\n\n<p>Of course, it&#8217;s not manual work at all. Modern, AI-driven tools can distinguish between positive, neutral, and negative contexts and place your ad accordingly.<\/p>\n\n\n\n<p>For instance, an ad for a cycling app would naturally fit within a YouTube search result about how to prepare for a triathlon, but would feel out of place next to a story about a sports injury.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347704a33&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347704a33\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"580\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-1140x580.jpg\" alt=\"example of a good ad placement on YouTube\" class=\"wp-image-178570\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-1140x580.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-18x9.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-300x153.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-248x126.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad-90x46.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_good_ad.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Contextual targeting doesn\u2019t just protect your brand &#8211; it can also <strong>improve performance<\/strong>. <\/p>\n\n\n\n<p>When your ads appear in the right places, they feel more relevant and trustworthy, which often boosts <a href=\"https:\/\/brand24.com\/blog\/brand-engagement\/\" target=\"_blank\" rel=\"noopener\" title=\"\">brand engagement<\/a>.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Try the best brand safety tool!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id04ad\">04 Integrate third-party verification<\/h3>\n\n\n\n<p>Even with the best settings and lists, it\u2019s hard to monitor every single ad placement on your own. That\u2019s where&nbsp;<strong>third-party verification tools<\/strong>&nbsp;enter the stage.<\/p>\n\n\n\n<p>These independent platforms, like&nbsp;<strong>Integral Ad Science (IAS)<\/strong>,&nbsp;<strong>DoubleVerify<\/strong>, or&nbsp;<strong>Moat<\/strong>, act as an extra layer of protection. <\/p>\n\n\n\n<p>They <strong>track where your ads appear<\/strong> in real time and <strong>flag anything that doesn\u2019t meet your brand safety standards<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed34770516c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed34770516c\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"790\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-1140x790.jpg\" alt=\"Integral Ad Science's dashboard\" class=\"wp-image-178569\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-1140x790.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-18x12.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-300x208.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-229x159.jpg 229w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard-90x62.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_integral_ad_science_dashboard.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Integral Ad Science&#8217;s dashboard<\/figcaption><\/figure>\n\n\n\n<p>In other words, they double-check that your ads are showing up in the right places. Most of these tools also provide detailed reports, showing which placements were blocked, flagged, or verified as safe.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#eeffee\"><strong>\ud83d\udca1 Pro tip&nbsp;<\/strong><br><br>If you\u2019re running large-scale campaigns, integrate verification directly into your ad platform (for example, Google\u2019s Display &amp; Video 360 connects with IAS and DoubleVerify). <br><br>It\u2019ll save time, automate insights, and help you catch potential issues before they become real problems.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"howtosm\">How to strengthen brand safety in social media?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id01sm\">01 Set communication tone and moderation rules<\/h3>\n\n\n\n<p>A <strong>consistent<\/strong> and <strong>well-defined communication tone<\/strong> is the foundation of brand safety on social media.&nbsp;<\/p>\n\n\n\n<p>Decide how your brand voice and communication. Should you sound formal or friendly? Witty or serious? Clearly outline what types of language, humor, and visuals are acceptable.&nbsp;<\/p>\n\n\n\n<p>Equally important are moderation rules. Define how your team handles comments and interactions: when to reply, when to hide or delete, and when to escalate.&nbsp;<\/p>\n\n\n\n<p>Having these rules in place helps you stay calm and consistent even when online discussions get emotional.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#eeffee\"><strong>Further read: <\/strong><a href=\"https:\/\/brand24.com\/blog\/brand-safety-tools\/\" target=\"_blank\" rel=\"noopener\" title=\"Best brand safety tools\">Best brand safety tools<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id02sm\">02 Monitor brand mentions and sentiment<\/h3>\n\n\n\n<p><strong>You can\u2019t ensure brand safety if you don\u2019t know what people are saying about your brand<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Regular <a href=\"https:\/\/brand24.com\/blog\/brand-tracking\/\" target=\"_blank\" rel=\"noopener\" title=\"\">brand tracking<\/a> across social media platforms helps you catch early signs of negative sentiment, misinformation, or even a brand crisis.\u00a0<\/p>\n\n\n\n<p>In practice, you can use AI-powered <a href=\"https:\/\/brand24.com\/blog\/social-listening-tools\/\" title=\"social listening tools\">social listening tools<\/a> like&nbsp;<strong>Brand24<\/strong>. They allow you to monitor social and non-social media mentions, understand their&nbsp;<strong>tone and context<\/strong>, and detect anomalies.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed34770581c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed34770581c\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"449\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-1140x449.jpg\" alt=\"brand24 ai events detector to protect brand safety\" class=\"wp-image-178574\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-1140x449.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-18x7.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-300x118.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-248x98.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector-90x35.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_ai_events_detector.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Brand24 tracks mentions and automatically detects anomalies that can potentially be dangerous to your brand safety<\/figcaption><\/figure>\n\n\n\n<p>With such knowledge, you can react before issues escalate. Early detection allows you to correct misinformation, respond to criticism, and join a conversation before it goes into a negative direction.&nbsp;<\/p>\n\n\n\n<p>In many cases, timely and transparent communication not only prevents a crisis but also strengthens trust, showing that your brand listens and cares about its audience.<\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#eeffee\">According to&nbsp;<a href=\"https:\/\/www.edelman.com\/research\/covid-19-brand-trust-report\" target=\"_blank\" rel=\"noopener nofollow\" title=\"\">Edelman&#8217;s Trust Barometer,<\/a>&nbsp;65% of customers claim that a <strong>brand\u2019s response in the crisis <\/strong>has a <strong>huge impact on their likelihood of purchasing<\/strong> from it in the future.<\/p>\n\n\n\n<p>Monitoring sentiment over time also helps you identify recurring pain points or topics that spark strong emotions.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347705cd2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347705cd2\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"555\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-1140x555.jpg\" alt=\"brand24 ai sentiment analysis for brand safety protection\" class=\"wp-image-178573\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-1140x555.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-18x9.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-300x146.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-248x121.jpg 248w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring-90x44.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_brand24_mentions_monitoring.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Sentiment analysis chart with a visible negative mentions spike. It&#8217;s worth to investigate what went wrong!<\/figcaption><\/figure>\n\n\n\n<p>These insights are valuable also beyond brand safety, they can inform your communication strategy, customer support tone, and even product decisions.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--primary acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Try Brand24 &#8211; the best brand safety tool!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id03sm\">03 Verify influencer and partner content<\/h3>\n\n\n\n<p>Influencer collaborations can boost your brand&#8217;s reach and credibility, but they also come with risks.&nbsp;<\/p>\n\n\n\n<p>Before you sign any partnership, take the time to <strong>review the influencer\u2019s previous content, tone, audience, and alignment with your brand values<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Look for potential red flags, such as controversial opinions, insensitive jokes, or mismatched values.<\/p>\n\n\n\n<p>Once the campaign is live, continue monitoring their posts to ensure your brand remains associated with the right messages.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed3477063ab&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed3477063ab\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"818\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-1140x818.jpg\" alt=\"brand24 influencer sentiment analysis\" class=\"wp-image-178572\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-1140x818.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-18x12.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-300x215.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-222x159.jpg 222w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment-90x65.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_influencer_sentiment.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Social listening tools can help you vet your potential influencer partnerships<\/figcaption><\/figure>\n\n\n\n<p>A thoughtful verification and control process protects both your <a href=\"https:\/\/brand24.com\/blog\/brand-reputation\/\" target=\"_blank\" rel=\"noopener\" title=\"brand reputation\">brand reputation<\/a> and your investment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"id04sm\">04 Prepare for a crisis management<\/h3>\n\n\n\n<p>The ancient Roman writer Vegetius once said:&nbsp;<em>Si vis pacem, para bellum<\/em>&nbsp;&#8211; \u201cIf you want peace, prepare for war.\u201d The same applies to brand safety.&nbsp;<\/p>\n\n\n\n<p><strong>No matter how careful you are, social media crises can happen unexpectedly<\/strong>. A misunderstood post, a reckless campaign, or an influencer scandal can quickly escalate. <\/p>\n\n\n\n<p>That\u2019s why every brand should have a&nbsp;<a href=\"https:\/\/brand24.com\/blog\/social-media-crisis-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">social media crisis management plan<\/a> in place.&nbsp;<\/p>\n\n\n\n<p><strong>Define clear roles and responsibilities:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who monitors the situation,&nbsp;<\/li>\n\n\n\n<li>Who communicates with the public,<\/li>\n\n\n\n<li>Who gives final approval for responses.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Prepare message templates and escalation procedures in advance, so your team can react quickly without losing its tone of voice or accuracy.<\/p>\n\n\n\n<p>Speed and transparency are crucial during a crisis. A prompt, empathetic response can prevent further damage, while silence or defensive communication often makes things worse.&nbsp;<\/p>\n\n\n\n<p>Remember that people don\u2019t expect perfection. They expect <strong>honesty and accountability<\/strong>.<\/p>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Take care of your brand safety!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">FAQ<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"important\">Why is brand safety important?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Protect brand reputation: <\/strong>Poor ad placements hurt brand perception.<\/li>\n\n\n\n<li><strong>Build customer trust:&nbsp;<\/strong>Unsafe ads erode trust, which is hard to regain.<\/li>\n\n\n\n<li><strong>Financial impact:<\/strong>&nbsp;Misplaced ads waste budget and hurt sales.<\/li>\n\n\n\n<li><strong>Legal risks:<\/strong>&nbsp;Inappropriate ads can result in legal penalties.<\/li>\n\n\n\n<li><strong>Audience engagement:<\/strong>&nbsp;Poor ad context lowers engagement and ROI.<\/li>\n\n\n\n<li><strong>Competitive advantage:<\/strong>&nbsp;Strong brand safety supports <a href=\"https:\/\/brand24.com\/blog\/how-building-brand-loyalty-will-increase-your-revenue\/\" target=\"_blank\" rel=\"noopener\" title=\"\">building brand loyalty<\/a> and helps you win with other companies in the industry.<\/li>\n\n\n\n<li><strong>Global consistency:<\/strong>&nbsp;Ensure safety across markets despite cultural \/ legal differences.<\/li>\n\n\n\n<li><strong>Crisis prevention:<\/strong>&nbsp;Brand suitability and proper content management avoid PR disasters.<\/li>\n\n\n\n<li><strong>Social responsibility:<\/strong>&nbsp;Support ethical practices through ad choices.<\/li>\n\n\n\n<li><strong>Partnerships:<\/strong>&nbsp;Reliable brands attract better collaborations.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"adrisks\">What are brand safety risks in advertising?<\/h3>\n\n\n\n<p>Due to the programmatic nature of digital advertising and the scale of user-generated content, there are numerous risks to brand safety.<\/p>\n\n\n\n<p>Here are the most common ones:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347706cc1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347706cc1\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"608\" height=\"936\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1.png\" alt=\"Risks for Brand Safety in Advertising\u201d\nFake news\nHate speech\nOffensive content\nSensitive topics\nAd frauds\nAd stacking\nData breaches\nLimited transparency\nAlgorithmic errors\" class=\"wp-image-178705\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1.png 608w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1-8x12.png 8w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1-300x462.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1-103x159.png 103w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-1-58x90.png 58w\" sizes=\"auto, (max-width: 608px) 100vw, 608px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Misinformation and fake news<\/strong><br>When your brand ad is displayed next to the fake or misleading information.&nbsp;<\/li>\n\n\n\n<li><strong>Hate speech and extremist content<\/strong><br>When your brand ad is displayed on websites or channels that promote extremist content, hate speech, or politically charged material.<\/li>\n\n\n\n<li><strong>Inappropriate or offensive content<\/strong><br>When your brand ad is displayed next to graphic violence, sexually explicit material, obscenity, and profanity.<\/li>\n\n\n\n<li><strong>Sensitive topics<\/strong><br>When your brand ad is displayed in the proximity of sensitive topics like death, tragedy, crime, or military conflict. While it&#8217;s not directly offensive, it can create a negative brand image.<\/li>\n\n\n\n<li><strong>Ad fraud and bot traffic<\/strong><br>Fraudulently used bots and automated scripts can generate fake clicks and impressions, leading to overspending of advertising budgets and misleading performance data. Very harmful for marketing efforts.<\/li>\n\n\n\n<li><strong>Domain spoofing<\/strong><br>Fake websites or email domains that look legitimate to deceive advertisers and serve their ads in unsafe environments.<\/li>\n\n\n\n<li><strong>Ad stacking<\/strong><br>Multiple ads on top of one another, while only the top ad is visible. Such a situation causes the publisher to still receive revenue for all the invisible ones, and advertisers pay for ads that no one can see.&nbsp;<\/li>\n\n\n\n<li><strong>Data privacy breaches<\/strong><br>The unauthorized collection, storage, or sharing of user data can undermine customer trust and lead to legal violations and fines.<\/li>\n\n\n\n<li><strong>Limited transparency<\/strong><br>Some programmatic advertising partners offer limited transparency, making it difficult for brands to verify exactly where their ads are being placed.<\/li>\n\n\n\n<li><strong>Algorithmic errors<\/strong><br>The algorithms that determine ad placement can fail, creating embarrassing or inappropriate contextual mismatches. This is sometimes referred to as &#8220;malgorithms&#8221;.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"smrisks\">What are brand safety risks in social media?<\/h3>\n\n\n\n<p>While advertising risks usually result from automated placements and algorithms, social media risks are driven by human behavior and real-time interactions.&nbsp;<\/p>\n\n\n\n<p>Here are the most common brand safety risks in social media:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347707320&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347707320\" class=\"wp-block-image aligncenter size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"769\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2.png\" alt=\"Risks for Brand Safety in Social Media\u201d\nUser-generated content\nInfluencer controversies\nAI-generated content\nPoorly moderated comments\nCyberattacks\n\" class=\"wp-image-178707\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2.png 640w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2-10x12.png 10w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2-300x360.png 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2-132x159.png 132w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/How-to-measure-Customer-Health-Score-2-75x90.png 75w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>User-generated content (UGC)<\/strong><br>On platforms like YouTube, TikTok, and Twitch, ads can be placed before, during, or after user-generated videos. This content is difficult to moderate in real-time, which increases the risk of an ad appearing next to harmful material.<\/li>\n\n\n\n<li><strong>Controversial creators and influencers<\/strong><br>Cooperation with an influencer who shares controversial opinions, behaves inappropriately, or causes negative sentiment can lead to backlash, even if your campaign with them is well-planned.<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69ed347707859&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69ed347707859\" class=\"wp-block-image aligncenter size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"759\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-1140x759.jpg\" alt=\"sydney Sweeney has great jeans\" class=\"wp-image-178571\" srcset=\"https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-1140x759.jpg 1140w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-18x12.jpg 18w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-300x200.jpg 300w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-239x159.jpg 239w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans-90x60.jpg 90w, https:\/\/brand24.com\/blog\/app\/uploads\/2025\/11\/brand_safety_sydney_sweeney_has_great_jeans.jpg 1200w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">American Eagle&#8217;s &#8220;Sydney Sweeney has great jeans&#8221; campaign was one of the most controversial partnerships in 2025<\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI-generated content<\/strong><br>The rise of generative AI introduces new risks, including deepfakes and deceptive AI content. This category includes multiple technologies, like face swap, voice cloning, or AI impersonation.<\/li>\n\n\n\n<li><strong>Poorly moderated comments<\/strong><br>Offensive or inappropriate comments can appear directly on a brand&#8217;s paid ads or organic content, creating a negative sentiment for the brand.&nbsp;<\/li>\n\n\n\n<li><strong>Cyberattacks<\/strong><br>Phishing attacks, account takeovers, or posting harmful content from the brand&#8217;s official accounts.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"acf-simple-cta acf-simple-cta--default acf-simple-cta--no-icon\">\n    <div class=\"acf-simple-cta__wrapper\">\n        <div class=\"acf-simple-cta__row\">\n            <div class=\"acf-simple-cta__content\">\n                                                    <div class=\"acf-simple-cta__title\">Try the best brand safety tool!<\/div>\n                            <\/div>\n                            <a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" class=\"acf-simple-cta__btn\" target=\"\">Start Trial!<\/a>\n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n\n\n<p>Brand safety requires clear thinking and consistent action. It\u2019s not only about avoiding harmful environments but also about choosing the ones that really reflect your brand\u2019s values.&nbsp;<\/p>\n\n\n\n<p>In advertising, that means setting precise standards, managing lists, using contextual targeting, and implementing verification tools.&nbsp;<\/p>\n\n\n\n<p>On social media, it means defining your tone, monitoring sentiment, vetting partnerships carefully, and creating a crisis management guideline.<\/p>\n\n\n\n<p>By treating brand safety as a long-term process (not a one-time fix) you build stronger trust and protect your brand\u2019s integrity in every channel.<\/p>\n\n\n\n<p><strong>Final thoughts:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prevention is always cheaper and easier than crisis control<\/li>\n\n\n\n<li>Transparency from partners and platforms builds safer ecosystems.<\/li>\n\n\n\n<li>Brand safety is not about fear or paranoia. It\u2019s about smart, proactive control.<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/app.brand24.com\/user\/register-account\/?custom_form=255\" title=\"Start a Brand24 free 14-day trial\">Start a Brand24 free 14-day trial<\/a> and keep your brand safe!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Keep your brand bulletproof! Get insider tips on brand safety and learn how to tackle crises like a pro before they damage your reputation.<\/p>\n","protected":false},"author":77,"featured_media":164514,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4144],"tags":[],"class_list":["post-159589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-management"],"acf":[],"aioseo_notices":[],"cf_author_first_name":"Kuba","cf_author_last_name":"Spiryn","_links":{"self":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/159589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/comments?post=159589"}],"version-history":[{"count":39,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/159589\/revisions"}],"predecessor-version":[{"id":179794,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/posts\/159589\/revisions\/179794"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/media\/164514"}],"wp:attachment":[{"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/media?parent=159589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/categories?post=159589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brand24.com\/blog\/wp-json\/wp\/v2\/tags?post=159589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}