Brand Safety Policy

There’s no question that influencer marketing is now an effective marketing and media channel for brands. In influencer marketing, brand safety is a top priority. Influencer marketing is an effective content marketing and digital media channel, but like all digital advertising, care must be taken to ensure you are dealing with legitimate parties that can safeguard your brand’s reputation.

WFIMA member are firmly committed to providing the best possible brand safety measures for their clients. WFIMA realizes brand safety is a critical factor within the influencer marketing industry and has various policies and processes implemented to minimize risk to clients.

In the context of influencer marketing, brand safety by definition refers to the effort to safeguard advertising brands by avoiding association with harmful or questionable content online. In other words, brands advertising online aim to ensure their paid ads are not placed within or next to inappropriate content, as doing so could result in damaging the brand’s reputation in the eyes of consumer. While some forms of content can be considered universally objectionable, other brand safety concerns can be specific to an individual business.

Marketers have been met with challenges beyond impressions and conversion rates. Trust and transparency root brands in consumerism, so it makes sense that brands would prioritize protecting their brand. influencer marketing does have occasional run-ins with brand safety hazards, the industry is not fraught with them—that is, so long as marketers follow steps to ensure brand safety. On the whole, working with influencers actually gives marketers and brands more control over the placement of their sponsored content. Since brands have the ability to vet and hand-select influencers, they leave less up to algorithmic and programmatic chance.