Brand Safety


Brand safety refers to the set of proactive policies and actions that companies employ with the objective of protecting the image and reputation of brands. Ideally brand safety actions are determined in advance and metrics are put in place to identify threats and trigger a response.

One common brand safety policy is restricting the type of content within which their branded advertising appears. For example, a toy company may prohibit its advertising being placed in shows depicting drug use or criminal activity.

Examples of brand safety actions are including and then enforcing a clause within a celebrity endorsement agreement that allows the company to terminate the contract should the celebrity engage in conduct that is criminal or publicly scandalous.

Related Terms

Brand loyalty
Brand purpose


  1. Common Language in Marketing Project, 2021.

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