The issue of where and how marketers choose to advertise their brands has reached new levels of attention and importance in recent weeks, and the subject of brand safety lies at the very core of that important and ongoing national and global conversation.
Much of that debate is driven by concerns that today's media ecosystem is vulnerable to subversive elements that can undermine brand safety by compromising a brand's media investments and reputation. Simply put, marketers require environments that optimize brand safety in order to build their brands.
To that end, the ANA has partnered with the Global Alliance for Responsible Media (GARM), a worldwide collaboration of platforms, marketers, and agencies founded by the World Federation of Advertisers. GARM has developed a “suitability framework” consisting of 11 topic areas with graded definitions (low risk, medium risk, high risk) to help marketers establish safe and acceptable limits for advertising support with the goal of ensuring that 100 percent of advertising is not funding hateful content.
Topic areas included:
In addition, in June the ANA and its multicultural initiative, the Alliance for Inclusive and Multicultural Marketing (AIMM), issued a seven-point manifesto supporting the concept that every person — regardless of race, ethnicity, sexual orientation, gender identity, ability, religion, age, or culture — should have equal rights, equal representation, opportunities, support, understanding, respect, consideration, voice, and the ability to achieve their full potential.
The document also included:
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