The digital advertising industry is facing a pivotal challenge. The sudden shutdown of the Global Alliance for Responsible Media (GARM), following Elon Musk’s high-profile lawsuit against advertisers, has left a void in brand safety standards. GARM, a not-for-profit organisation, was instrumental in setting global benchmarks for protecting brands, especially vital for sports brands that heavily rely on reputation and trust, particularly during major sporting events like Euro 2024.

GARM’s abrupt closure has sent shockwaves through the industry. Major brands like Disney, Apple, and IBM had already pulled their ads from X (formerly Twitter) due to concerns over misinformation and hate speech. Without a unified body to enforce safety standards, sports brands face the dual challenge of managing risk while maintaining ad reach. During Euro 2024, overly cautious blocklists caused brands to miss safe, relevant content. AI-driven tools are essential to balancing brand safety and maximising advertising potential in today’s complex landscape. Musk’s contentious reaction escalated the crisis, leading to GARM’s shutdown, leaving brands navigating a digital environment full of risks.

Why brand safety matters more than ever

In today’s fast-paced digital world, where misinformation can spread rapidly, protecting a brand’s integrity is more crucial than ever. Recent riots in the UK, reportedly fuelled by misinformation on platforms like X, TikTok, and Signal, highlight the need for vigilance in ad placements. Consumers naturally associate the content surrounding an ad with the brand itself, meaning any misstep can cause lasting reputational damage.

Brand safety is now a top priority for advertisers. Avoiding inappropriate or harmful content isn’t about sidestepping a public relations crisis—it’s about preserving the trust that brands have built with their audiences.

“Brand safety isn’t just about avoiding PR crises—it’s about preserving the trust we’ve built with our audience. In particular, Gen Z audiences expect brands to align with their values, so ensuring our content isn’t associated with unsavoury material is vital for building and keeping long-term loyalty.”

— Olivia Cottrell, Account Director, WePlay

 

 

The fallout from GARM’s shutdown

GARM was more than just an industry watchdog; it provided a collaborative platform where brands, agencies, and platforms could align on best practices to combat harmful content. It played a critical role in addressing the monetisation of hate speech and inappropriate material. Now, with GARM gone, the industry is left with a significant gap.

Ruben Schreurs, Chief Strategy Officer at Ebiquity, noted, “no serious brand advertiser in their right mind will return to advertising on X under its current leadership.” Without GARM, advertisers face tough decisions about how to protect their brand in an environment where the rules are unclear, and the risks are growing.

For Partners: Our approach to brand safety

We are committed to maintaining rigorous brand safety standards, ensuring that our clients’ ads are placed in appropriate, secure environments. Key aspects of our approach include:

• Customised Blacklists: We maintain a blacklist of prohibited content categories, including adult content, hate speech, offensive language, illegal downloads, drugs, and fake news, ensuring ads are never placed alongside harmful material.
• Contextual Targeting: We use advanced tools to ensure ads appear in relevant and safe environments, reducing the risk of misplacement.
• Anti-Fraud Measures: We regularly monitor and remove fraudulent domains from our inventory, ensuring that ads aren’t served on suspicious sites.
• Our Media Partners: We partner only with TAG/BSC-compliant inventory vendors and premium media owners. We monitor our partners weekly, taking action if any domains are flagged as inappropriate.
• Ongoing Monitoring: Brand safety is an ongoing process. We continuously review ad placements, updating blacklists and refining processes to keep our clients’ brands protected.

By following these rigorous practices, we ensure that our clients’ campaigns are effective, trustworthy, and protected from reputational harm in today’s unpredictable digital landscape.

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