Four-fifths of content removed from tech platforms falls under three key categories

Vast majority of ejected content comprises of spam, adult and explicit content, and hate speech and acts of aggression, new report reveals.

Four-fifths of content removed from tech platforms falls under three key categories

More than 80% of the 3.3 billion pieces of content removed across key technology platforms participating in a Global Alliance for Responsible Media (GARM) report are from three categories – spam, adult and explicit content, and hate speech and acts of aggression.

This was revealed in GARM's first report tracking performance on brand safety across seven platforms, including Facebook, Instagram, Twitter and YouTube, as the next step in its mission to improve the safety, trustworthiness and sustainability of media.

GARM is a cross-industry initiative founded and led by the World Federation of Advertisers (WFA) and supported by other trade bodies, including the UK's ISBA and US bodies the Association of National Advertisers and the American Association of Advertising Agencies.

According to a statement, by aggregating existing platform transparency reports and adding in policy-level granularity, the new document creates a common framework that enables advertisers to assess progress against brand safety for each platform member of GARM. 

The GARM Aggregated Measurement Report is based on four key questions marketers can use to assess progress over time. The report is consistent with the common framework used to define harmful content not suitable for advertising and introduces aggregated reporting.

“There’s no place for harmful online content in media that’s monetised by advertising, and we need to understand the size of the problem and track progress over time,” Marc Pritchard, chief brand officer at Procter & Gamble, said.

“The GARM Aggregated Measurement report is an important step forward in helping brands advertise in safe and suitable places  a critical element for consumer trust.”

The report follows nine months of collaborative workshops between advertisers, agencies and key global platforms working together as one of GARM’s Working Groups, bringing together for the first-time data in a single, agreed location around four core questions and eight authorised metrics that have been agreed as critical to tracking progress on brand safety.

This report includes self-reported data from Facebook, Instagram, Pinterest, Snap, TikTok, Twitter and YouTube. Numbers are self-reported by platforms. Twitch, which joined GARM in March, will join the reporting process for the next report, due later this year. 

GARM platforms have reported increases in activity and its impact with significant progress by YouTube in the number of account removals, Facebook in the reduction of prevalence and Twitter in the removal of pieces of content.

These initial improvements have occurred amid an increased reliance on automated content moderation to help manage blocking and reinstatements due to Covid-19 disruptions that resulted in moderation teams working with limited capacity.

"This report establishes common and collective benchmarks that reinforce our goals and help brand leaders, organisations and agencies make sure we keep media environments safe and secure," Raja Rajamannar, chief marketing and communications officer, Mastercard and WFA President, said.

This article first appeared on Campaign Asia


Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content