By Jonathan Baker Everyone’s heard the term ‘safety first.’ Where promoting brands online is concerned, an appropriate take on this phrase would be ‘brand safety first.’ Trust and Safety Successful online transactions between brands and consumers are built on trust. And trust depends on a sense of safety. While that may seem obvious, innovations such as artificial intelligence (AI) and the rise of influencer and creator marketing have made brand safety a top-of-mind concern for marketers. What is Brand Safety? True to its name, brand safety is about how and where brands appear online. Using specific tools and controls, marketers aim to prevent ads from appearing alongside objectionable content (e.g., hate speech, misinformation), which could potentially damage a brand’s reputation. Brand safety differs from brand suitability. While safety focuses on avoiding harmful content, suitability ensures that ad placements align with a brand’s particular tone, values, and audience. While both are important, safety has become increasingly critical to maintaining trust. A Stronger Focus on Brand Safety As noted by EMARKETER, brand safety has evolved from a ‘niche ad tech concern’ to a ‘boardroom priority.’ Supporting this shift, 83 percent of US digital media experts believe that brand safety will become a growing concern as digital video advertising expands. Two forces driving this shift are artificial intelligence (AI) and influencer and creator marketing. Artificial Intelligence (AI) Challenge A growing challenge in digital advertising is the rise of AI-generated ‘slop’ (which is poor quality content). More than one in five videos recommended by YouTube’s algorithm fall into this category. Consumers are noticing, with 85 percent stating this type of content disrupts their viewing experience, with nearly half declaring they would not use their favorite social platforms as often if AI-generated content continues to increase. Solution Placement (or adjacency) is crucial. Even high-quality ads can appear less credible if they are shown alongside low-quality AI content. To mitigate this risk, marketers should strengthen placement controls (particularly contextual targeting) to limit exposure to unsuitable online environments. Influencer and Creator Marketing Challenge While influencer and creator marketing has proven to be highly effective, it introduces variables that are not part of more traditional types of advertising. An influencer’s past behavior, current conduct, and audience dynamics can all impact brand perception. Additionally, public sentiment may also shift quickly, which puts brands at risk through association. Solution Careful vetting is essential. Brands must evaluate not only reach and relevance but also long-term alignment. Clear guardrails, contractual expectations, and ongoing monitoring (not one-time checks) are all important to ensure that a creator remains aligned with brand values over the long term. In Closing Great advancements also bring new risks. While AI and creator marketing offer powerful opportunities to expand reach, they also increase exposure to brand safety challenges. At EGC Group, protecting the integrity of each client’s brand remains the top priority. Are you looking for an extra measure of safety in how your brand is promoted? Contact us to learn how we can help make that happen.
