At December19 we understand that brand safety is more than just protecting a brand from harmful content—it’s about ensuring your message lands in the right place, with the right audience, and in the right context. Our brand safety policy ensures that our clients' ads are only placed in environments that align with their values, building trust and delivering results.

Our Commitment

We take proactive measures to ensure that your ads appear alongside appropriate content that enhances your brand’s reputation. In a digital world where content changes rapidly, our goal is simple: to protect your brand from unsafe, irrelevant, or inappropriate placements, while maximizing the value of your media spend.

What We Avoid

We actively prevent your ads from being displayed near or within content related to:

• Hate Speech: Content inciting or promoting hatred or discrimination based on race, gender, religion, sexual orientation, or any other identity markers.

• Violence: Any content that glorifies violence, abuse, or physical harm.

• Adult Content: Pornography or explicit adult services.

• Illegal Activity: Content promoting unlawful behaviours or services.

• Fake News or Disinformation: Misinformation that can harm your brand’s credibility.

• Sensitive Topics: Content related to political unrest, terrorism, or other sensitive issues that don’t align with your brand’s ethos.

• Online Piracy: Avoiding content related to the illegal distribution or copying of copyrighted material over the internet.

How We Ensure Safety

We use cutting-edge tools and technology to maintain a brand-safe environment:

• Ad Verification Tools: We employ the trusted third-party services of DoubleVerify & IAS to monitor and track the environments in which your ads appear, blocking unsafe placements in real time.

• Inclusion / Exclusion lists: We constantly update our lists of trusted publishers and block those that don’t meet our standards. We incorporate data from multiple sources to help develop our lists including partners like The City of London’s Infringing Website List, The Pirate Domain Exclusion List (PDEL) and Pirate Mobile App List (PMAL).

• Contextual Targeting: Your ads will be placed in environments that are relevant and aligned with your brand’s values and messaging. We also implement negative keyword targeting to exclude ads from appearing next to potentially harmful content.

• Takedown Policy: Should any ad fall short of our brand safety policy and be found to run outside of it, please contact us immediately at digital@december19.co.uk. The team will respond within 24 hours to all requests and are committed to resolving any issues identified.

Quality Assurance

We conduct thorough vetting of publishers and content partners, ensuring that their platforms align with our clients' values and objectives. We work with curation partners to minimise the risk of running across MFA websites. Ongoing review and auditing of media placements ensure compliance with our brand safety guidelines.

Transparency at Every Step

We believe in keeping our clients fully informed. Our team provides regular reporting on where your ads are being placed and the steps we take to maintain brand safety. If any issues arise, we act quickly to address them and keep you updated along the way.

A Tailored Approach

Every client is different, and so are their safety concerns. We work with you to ensure our strategies are tailored to meet your specific needs. Whether it’s excluding certain topics, or targeting specific content types, we adapt to make sure your ads are not only safe but also effective.

Evolving with the Digital Landscape

As the digital world evolves, so do we. We regularly review and update our policies and tools to keep up with emerging threats and changes in online behaviour. You can trust us to keep your brand protected in an ever-changing environment.

December19 complies with all applicable laws and regulations, including those related to data privacy (e.g., GDPR, CCPA), copyright, and intellectual property, ensuring that our brand safety practices are both ethical and legal.

Contact Us

If you have any questions about this Brand Safety Policy,
please contact us.