COP26: How are digital platforms tackling climate change?
Some of the biggest players in the digital advertising industry share how they're supporting COP26 and working to maintain momentum around sustainability...
Learn morePosted on: Tuesday 19 October 2021 | IAB UK
Keyword blocking around climate change is on the rise, so we've put together advice on how brands can develop a nuanced and proportionate approach to brand safety and suitability
With COP26 currently making headlines, climate change is increasingly dominating the news agenda and further highlighting the value of quality news sources. However, as we saw with COVID-19, some advertisers are cautious about appearing alongside climate change-related content on the basis that it could create negative connotations for their brand.
While this issue isn’t yet as pervasive as we saw at the start of the pandemic, several publishers have seen a rise in blocking of terms relating to climate change, i.e. ‘environmental’ and ‘clean air’. Not only does this strategy unnecessarily limit advertisers’ reach, it also could have vast unintended consequences for the funding of journalism around this vital issue.
To help, we have put together some tips on how to create a nuanced and proportionate approach to brand safety and suitability, while continuing to support the production of quality news.
For more advice, take a look at our Content Verification Guide here.
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