Brand safety

Brand safety refers to the checks a brand runs on a creator’s content history, audience, and public conduct to make sure a partnership won’t associate the brand with controversial, offensive, or reputation-damaging material.

Brands often run a brand-safety review before signing a creator — checking past posts, comment sections, and any public controversies — since a creator’s history becomes associated with the brand once a campaign goes live.

• Keep your content history reasonably consistent with the brand categories you want to work in, since brands do check past posts.
• Be upfront with a brand about any recent controversy affecting your account before they discover it independently.
• Understand that a brand-safety concern can be a legitimate reason for a brand to pass on a deal — it isn’t always a sign of bad faith.