Content that endangers brand safety in the UK 2023

During an August 2023 survey carried out among consumers from the United Kingdom, 76 percent of respondents said it would be inappropriate for a brand to advertise next to hate speech and content showing acts of aggression. Terrorism followed in second place, named by 75 percent of interviewed consumers. Ad publishers have adopted a strategy called keyword blocking or blacklisting to avoid publishing ads next to content that associates negatively and endangers the reputation of the advertising brand. This phenomenon causes digital ad revenue losses among online publishers who are bound to report on negative news, such as the COVID-19 pandemic, but will not be able to attract brands to advertise next to such content.