The online world can be a scary place. Brands need to understand the lurking threats alongside the many opportunities. Here’s your guide to brand safety in 2025. What is brand safety? Brand safety is a set of practices that aim to ensure that a brand is not associated with inappropriate content that could damage its reputation. This is essential to maintain audience trust . Brand safety measures are most often discussed in the context of the digital advertising ecosystem – specifically ad placement. But in a broader sense, they also apply to all organic types of content in digital media. Brand safety guidelines ensure that your content aligns with relevant regulations , advertising standards, and audience expectations to prevent a brand crisis . Who decides what is “safe” or “unsafe”? Before executing a brand safety strategy, you’ll need to know your brand’s risk tolerance. Some topics, like pornography, terrorism, and misinformation, are obvious no-gos for content creation...