Guardrails for Safer Media: Building Trust Through Integrity
December19, the Conscious Advertising Network and IAB
Advertising doesn't exist in a vacuum.
Every pound spent helps to shape the information environment we live in. Done well, advertising supports quality journalism, sustains diverse voices, and strengthens democratic debate. Done poorly, it can fund hate speech, disinformation, and harmful content.
The Conscious Advertising Network's Information Integrity & Hate Guide provides a roadmap for building safer information ecosystems. For December19, achieving IAB Gold Standard certification meant proving - with policies, processes, and evidence - that these principles are everyday practice, not aspirations.
Why Safer Media Matters
Consumers notice where brands show up. And when they appear in unsafe environments, the impact is significant:
· 73% of consumers feel negatively toward brands associated with misinformation
· 65% say they are less likely to purchase from them
Once reputational damage occurs, it lingers. Trust, once lost, is difficult to regain.
On the flip side, investing in trusted environments pays dividends: ads placed on reputable news sites see 35% higher engagement and 20% more attention.
Nafissa Norris, Head of Membership & Engagement, Conscious Advertising Network, underlines the issue: "Information integrity is essential for both society and business. Advertising funds the information ecosystem - so every placement is a choice. By adopting our Guides and achieving Gold Standard certification, agencies like December19 show that safe, transparent media buying is possible and profitable."
What December19 Has Done in Practice
To achieve IAB Gold Standard certification, we embedded a wide range of safeguards into our operations:
· TAG Brand Safety certification: Encouraging partners to be TAG audited and making this part of our T&Cs.
· Policy updates: Including the Coalition for Better Ads standards in our brand safety policy and client-facing guidelines.
· Training & education: Running sessions to help staff and clients understand how to evaluate brand safety risks.
· Privacy & data integrity: Encouraging all downstream partners to adopt the IAB Transparency & Consent Framework (TCF).
· Technology standards: Supporting IAB Tech Lab initiatives such as Video Signals, Ad Creative ID Framework, VAST CTV Addendum, and Podcast Measurement Guidelines.
· Ongoing monitoring: Establishing internal processes for evaluating and updating risk registers to account for hate speech and disinformation risks.
David Lucy, Managing Director, December19, explains: "Brand safety is a living system, not a one-time project. Gold Standard certification forced us to document every safeguard we had in place. Partnering with CAN allows us to take that further, connecting operational guardrails with a broader ethical vision. Together, it's about building trust, not ticking boxes."
How Principles and Certification Reinforce Each Other
The CAN Information Integrity & Hate Guide outlines the ethical case; the IAB Gold Standard ensures the operational detail.
Step 1 (Fundamentals): Embed policies in contracts, risk registers, and onboarding processes.
Step 2 (Conscious Media): Ensure log-level transparency, reduce reliance on blocklists, and support inclusive publishers.
Step 3 (Guide): Adopt CAN's Information Integrity & Hate Guide as a core framework.
Step 4 (Conscious Questions): Ask: "Is my money supporting quality journalism, or fuelling disinformation?"
Patrick Hann, Ad Tech Manager, IAB UK, highlights this alignment: "December19 are showing how agencies can be at the forefront of creating a safer, more transparent ecosystem for advertisers and consumers alike."
What To Do Next
To strengthen brand safety and information integrity:
1) Audit your supply chain: Identify where spend may be leaking into unsafe environments.
2) Demand certification: Work with partners who are TAG Brand Safety certified.
3) Support trusted media: Allocate budget toward quality news and diverse publishers.
4) Adopt standards: Ensure partners are compliant with IAB Tech Lab frameworks.
5) Interrogate results: Go beyond brand safety tools to ask tough questions about loopholes and limitations.
Closing Thought
Advertising can either erode or enhance trust.
By combining CAN's Guides with IAB Gold Standard certification, advertisers can ensure their spend supports safe, transparent, and high-quality environments.
Safe media is a commercial driver and a societal responsibility. Conscious, certified buying ensures advertising works for everyone.