Are brands on social media treading delicate, risky paths?
Industry experts advise closer collaboration between brands and platforms, emphasizing the necessity for increased measures to ensure a safer advertising environment
Sumit Rawat
The realm of social media has transformed into a precarious space for brands, grappling with deepfakes, sensitive content, and platforms engaging in controversial geopolitical stances
Recent actions by major brands such as IBM, Disney, and Apple pausing advertising on X due to Elon Musk’s antisemitic remarks have underscored the challenges. Dating companies Match Group and Bumble also suspended Instagram ads following misplaced ads near inappropriate content involving children.
Ensuring ad placement devoid of controversy is now a complex mission for brands and advertisers. Experts stress the urgency for brands to take more substantial measures, collaborating closely with platforms to secure a safer advertising environment. They advocate for rigorous audits and enhanced precautions.
Mitesh Kothari, Co-founder and Chief Creative Officer of White Rivers Media, highlights a shift from mere reach to resonance in ad placements. "Brands must meticulously choose platforms aligning with their values, especially with the rise of deepfakes, necessitating vigilant collaboration and ad integrity protection."
He emphasizes the need for brands to adapt to evolving social media landscapes, incorporating changing norms, expectations, and regulations.
Abhishek Maity, Co-Founder of Adbuffs, highlights the importance of brands scrutinizing platforms prioritizing transparency and ethical content distribution. “Brands are adopting meticulous measures, aligning with platforms emphasizing transparency and ethical content dissemination to safeguard their integrity."
Maity stresses proactive approaches and extensive research into platform policies to preclude potential backlash.
Sayak Mukherjee, Founder/Director at Brandwizz Communications, advises caution in ad placements rather than abandoning platforms. He recommends leveraging advanced content verification tools, understanding target demographics, and conducting thorough research on platform content and risks.
“Regular audits and prompt, effective responses to ad backlash demonstrate accountability and a commitment to addressing concerns," Mukherjee added, emphasizing the importance of clear ad placement guidelines and policies
