ABA publishes brand safety floor and suitability framework for Brazilian ad market

To drive brand safety at local level, the Brazilian Association of Advertisers (ABA) has launched the “Brand Safety Floor and Suitability Framework” in Brazil to help reduce harmful content and the potential for its monetization within digital media ecosystem.

The document was originally developed by the WFA-led Global Alliance for Responsible Media (GARM), with ABA translating and adapting it for the Brazilian ad market. The aim is to provide all industry stakeholders with a framework to identify and classify safe from harmful content and promote transparency in the digital supply chain, keeping in mind consumer safety and responsible advertising practices.

Localising the framework demonstrates the alignment of ABA, its members and supporters with best practices championed by GARM globally to combat online harmful content and guarantee marketing effectiveness.

First signatories of the framework in Brazil include Facebook, Google, Twitter and Verizon Media. This initiative was led by the association’s Media Committee chaired by Denis Onishi, Senior Media Manager at Stellantis, with global support from WFA and local support from ABAP (agency association) and IAB Brazil.

Commenting on the launch of the guide, ABA President Nelcina Tropardi said: “Combatting the spread of harmful content is one of the main challenges of our generation. As protagonists in the construction of a more transparent advertising market, advertisers have a legitimate role in bringing about positive change in the digital media ecosystem and society”.

During the launch event, WFA CEO Stephan Loerke said: “Removing harmful content from the advertising industry has great benefits not only for advertisers and society, but also for the platforms themselves. At a time when brand reputation, industry sustainability, and stakeholder capitalism become increasingly important and scrutinized, it is important to develop industry systems that take on the challenges of harmful content and bad actors in a more consistent way”.

The guide (in Portuguese) can be downloaded HERE. For more information, contact ABA.