Brand suitability best practices for a fast-changing social landscape | WARC August 2025

Brand suitability best practices for a fast-changing social landscape

By: Brittany Scott

Provides guidance on how to develop a nuanced brand safety and suitability point of view that can be articulated to CEOs, agencies and platform partners.

I’ve never had more brand safety and suitability conversations with marketers than in the last several months. This is partly due to changes at Meta, which has softened its approach to content moderation and fact-checking. That said, all social platforms are in flux.

In this environment, marketers are recognizing that their ​“set-it-and-forget-it” playbooks for social advertising don’t work anymore. They need updated strategies that safely allow them to continue investing on major platforms, which, because of loosened policies, they can no longer blame when they are exposed to content they wanted to avoid.

This changed state…