IAB UK statement on the latest reports about brand safety

Posted on: Wednesday 22 March 2017

The IAB's CEO, Jon Mew responds to the latest industry reports about brand safety.

Share this

The IAB firmly believes in keeping brands safe when advertising online.

Advertiser safety is a core element of the advertiser/media owner relationship and no one in the industry wants ads to end up on inappropriate content.

Since 2005, the IAB has been leading the mission to create a safe environment for brands in collaboration with other bodies, for example through IASH and JICWEBS with the formation of the DTSG.

Where brands place ads on user-generated content, they should use the tools available to give themselves full control of where their ads are placed, but we’re conscious that brands should not have to run this risk in the first place.

The industry is very much aware of the challenges and we're working to strengthen advertisers' control and safety online.

Related content

Stock

TAG completes Distributed Ledger Technology pilot

The Trustworthy Accountability Group (TAG) have conducted a cross-industry pilot programme to evaluate the feasibility and potential benefits of...

Learn more
GoldStandard

Tesco & McDonald’s first advertisers to commit to IAB UK’s Gold Standard

Two leading UK advertisers have publicly pledged their support for IAB UK’s Gold Standard by committing to work with certified digital advertising...

Learn more
Lee-Moulding-Headshot

The dangers of excessive keyword blocking

Advertisers want to protect their brand from inappropriate or damaging content, but overzealous use of keyword blocking can also be harmful

Learn more
Guy Tytunovich

How AI is revolutionising Ad-Verification: 5 Key Trends.

AI is improving brand safety, and it going to get personal.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.