option to opt out of the Search Partner Network (SPN). The SPN allows advertisers who buy search ads to broaden their exposure on websites that employ Google's search interface and are eligible for ad monetization. This move comes at the back of allegations by Adalytics that the tech giant was quietly placing search ads on non-Google websites, posing a potential risk to brand safety. The flagged websites referenced in the research contain pornographic, sanctioned and pirated content. Google however, has refuted the claims.

That is not all though. It isn’t just Google that faced trouble surrounding the term ‘brand safety’. Of late, it seems to be a term that has become a headache to the tech giants across the globe.

As per recent reports, major players like Walmart, Disney, Apple, Sony and IBM too got a harsh wake-up call. Turns out, their ads on Elon Musk-owned social media platform X (formerly Twitter) were popping up next to seriously nasty content—think white nationalism and even pro-Nazi content. This prompted the titans to swiftly pull the plug on their advertising on that platform. Media reports suggest that IBM even told CNBC, “IBM has zero tolerance for hate speech and discrimination and we have immediately suspended all advertising on X while we investigate this entirely unacceptable situation.”

Yet, this was not an isolated incident.

Meta-owned Instagram also landed in hot water when an investigation showed their system was putting raunchy content right beside ads from big names. Match Group (that owns Tinder and Bumble) slammed the brakes on their ad campaigns in response. For example, a video of someone touching a human-like latex doll, and a video of a young girl exposing her midriff, were recommended alongside an ad from dating app Bumble.

It's a wild ride as these bigwigs struggle to keep their good names intact in the unpredictable world of social media algorithms.

The Big Question 

Can they really keep their brand image safe in this mess?

It is difficult according to some marketers. A senior marketer from the BFSI category shared that he has indeed been troubled by brand safety issues. And not just now, it has been going on for a while, around three months, and there apparently is no way to filter, he says.

Turns out, Instagram and Twitter are not the only ones causing these problems. LinkedIn is not far behind. “All the three platforms have been causing brand safety problems. Ads are coming now left right centre around content we do not abide by,” the person said.

For instance, non-SEBI registered influencers are giving investment advice and the company’s ads are shown next to that. “For customers, they can't understand the difference,” he added.

The person highlighted how financial influencers are under the Securities and Exchange Board of India (SEBI) radar again with the latest order against finfluencer Mohammad Nasiruddin Ansari aka 'Baap of Chart'. “Now, imagine our ad also running next to his. It's impossible for a customer to know whom to trust,” he said.

Fair for one to ask here, whether there is a way out or help being provided in such cases. According to some marketers, they have no way to complain or raise issues.

Another marketer from the FMCG space also shared his concerns, mentioning how their ad for oil was placed alongside content speaking of avoiding fatty foods. “This is a blunder, for the lack of a better word. No consumer is going to read ‘avoid fatty foods’ and then click on an ad to purchase oil,” the person added.

Brand safety has always been a raging issue amongst marketers, but never really made it to the top of the concern list up until a few months ago, when it made it to big headlines on global publications. With the news like behemoths stopping advertising on X or companies finding their ads against sexualised content on Instagram and revelations that marketers made to exchange4media, it seems like brand safety and inventory quality have moved up on the concern chart.

However, the industry stands divided 

Not everyone feels that brand safety is a recurring issue as such.

Magicbrick’s Prasun Kumar shared that for him, brand safety issues have occurred very sporadically. “Though that should also not happen. When you are setting up a campaign on social media, you are mentioning filters in detail. There is no reason why your ad should be served against a certain kind of content that you do not want.”

But he also mentioned that it has not been a major recurring issue for him. “Only twice it has been brought to my notice that such a thing was happening. It was through some third-party affiliate platforms. We found that the ads were being served on platforms where we did not want. They give an exclusion list initially, where you can exclude the genres you want,” he said. However, Kumar lucked out here, as when he raised the issue, they were rectified.

Similarly, a digital expert from the agency side shared that he has also not seen much of these issues happen. “This type of stuff happens rarely, if not never. Overall, brand safety continues to be an issue. Addressed largely, but with some 0.01% of the cases - things like this can happen,” he shared.

Speaking of the platforms that he has noticed these on, he mentioned that such issues have cropped up with YouTube, Meta, Snap - all of them. “Luckily, because of the platforms’ efforts - they are just miniscule in nature,” he added.

A digital expert from a different agency believes that the recent instances on X and Instagram were simply unfortunate. “These are slip-ups from the platforms’ ends no doubt, but these things do not happen every day. Platforms are in fact ramping up their strategies to avoid these issues,” the expert said.

Having said that, he also agrees that one such slip-up is enough to dent the brand’s image for a considerable amount of time.

While the marketing and advertising fraternity come with mixed opinions on the state of brand safety today, it is but obvious to wonder where it will stand with the rampant evolution of technology in the near future. Experts feel that with AI taking centre stage, brand safety issues shouldn’t be much difficult to address. Only time will tell how safe brands find themselves in the coming years.