Brand safety has traditionally focused on avoiding harmful or inappropriate content. But in today’s market, environmental, social, and governance (ESG) factors have expanded the definition. Agencies and brands are now expected to ensure that their advertising not only avoids reputational risk but also aligns with positive social and environmental impact.

From Brand Safety to Brand Suitability

Traditional brand safety

Historically, brand safety meant keeping ads away from content associated with violence, hate speech, or illegal activity.

Brand suitability evolution

The conversation has shifted from “where not to appear” to “where it’s appropriate to appear.” Suitability frameworks consider tone, context, and alignment with brand values.

ESG integration

Now, ESG adds another layer: advertisers must ensure their media investments do not indirectly fund misinformation, environmental harm, or exploitative practices.

Key Facts

  • 81% of global consumers expect brands to demonstrate sustainability and social responsibility (NielsenIQ, 2022).

  • 65% of CMOs cite ESG alignment as a factor in media planning decisions (Deloitte, 2023).

  • The ANA/TAG TrustNet study (2024) showed eliminating MFA sites improved both brand safety and ESG impact, reducing wasted spend and emissions.

  • Green media supply chains can cut campaign carbon footprints by up to 50% (Scope3, 2023).

Why ESG Belongs in Brand Safety

Environmental

Ads on MFA or fraudulent sites not only waste money but also generate unnecessary CO₂ emissions. Sustainable supply paths reduce both cost and environmental harm.

Social

Advertising next to misinformation, extremist content, or exploitative environments contradicts ESG commitments and risks reputational damage.

Governance

Transparency through log-level data and supply chain audits ensures ad dollars align with corporate ESG disclosures and regulatory requirements.

Forecasts and Trends

  1. ESG in RFPs: Global brands increasingly require agencies to prove ESG-compliant buying practices.

  2. Carbon reporting mandates: EU CSRD rules will force advertisers to disclose supply-chain emissions, including media, by 2026.

  3. Industry standards: IAB, WFA, and GARM are working to merge brand safety frameworks with ESG measurement.

  4. Competitive edge: Agencies integrating ESG into media safety will differentiate themselves in pitches.

Practical Takeaways / Solutions

  • Expand brand safety definitions: Incorporate ESG risk factors into existing suitability frameworks.

  • Audit supply chains: Use log-level data to ensure spend isn’t flowing to low-value or harmful environments.

  • Prioritize sustainable supply: Work with vendors using renewable hosting and SPO practices to reduce emissions.

  • Educate clients: Show how ESG-driven media planning reduces both reputational and operational risk.

  • Measure impact: Track ESG outcomes alongside performance metrics in client reporting.

Conclusion

Brand safety is no longer just about avoiding harmful content—it’s about aligning with broader ESG responsibilities. Agencies that integrate environmental sustainability, social responsibility, and governance transparency into their media buying frameworks will not only protect brands but also strengthen trust with clients and consumers.

FAQs

Q1. How does ESG change brand safety strategies?

It expands them beyond content avoidance to include sustainability, ethical supply chains, and transparency.

Q2. Will ESG-driven brand safety increase costs?

Not necessarily—cutting MFA and optimizing supply paths often reduces both costs and emissions.

Q3. Are regulators driving this shift?

Yes. In Europe, CSRD rules will soon require emissions disclosure across supply chains, including advertising.

References

Association of National Advertisers (ANA) & TAG TrustNet. (2024). Programmatic Transparency Benchmark Findings. ANA/TAG.

Deloitte. (2023). Global Marketing Trends Report. Deloitte Insights.

NielsenIQ. (2022). Global Sustainability Consumer Study. NielsenIQ.

Scope3. (2023). Supply Path Optimization and Carbon Reduction. Scope3 Research.

World Federation of Advertisers (WFA). (2023). Sustainable Media RFP Guidelines. WFA.

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