📖 Content moderation glossary
What is brand safety?
In short
Brand safety is the set of practices that protect a brand's reputation by preventing it from being associated with harmful, illegal or offensive content, whether in ads or in the comment sections of its own pages.
The term comes from advertising, where it means avoiding ads next to violent or extremist content. For a brand's social media pages, it also covers what appears under its own posts: a hateful comment left visible under a brand's post can be screenshotted and attributed to the brand's tolerance.
Example: a cosmetics brand's post with a model receives racist comments. If they stay visible for hours, the story becomes the brand's silence rather than the comments themselves.
Brand safety in comments relies on fast removal of clear violations, a published policy, and a team that answers legitimate complaints rather than hiding them. OpenModeration hides clear violations automatically on Facebook, Instagram, YouTube, WordPress and websites, and keeps criticism visible.