Navigating Brand Safety in LGBTQ Media

In order to actively engage with the LGBTQ community, advertisers and agencies must embrace an inclusive approach to foster genuine connections, foster a stronger brand image, and positively impact the concerns of that community. Contextual targeting gives brands an opportunity to create meaningful connections within the LGBTQ community. At the same time, keyword blocking should be used judiciously to prevent unintended consequence on LGBTQ media monetization and growth. Navigating social media can be a challenge, but it is crucial for advertisers to prioritize the safety and well-being of LGBTQ people.

Implementing technologies that analyze real-time content, sentiment, and audience engagement can help brands make informed decisions about where and when to display their ads. A recent AdWeek article explains this perfectly if indelicately saying, “in the wake of fumbled executions by several heavyweight brands that will become textbook examples of performative marketing, Pride month was off to a rocky start. Thankfully, Visible Wireless’ new Pride campaign has arrived to show brands positioning themselves as allies to the community how it’s done: In a way that serves both the community and brand without feeling forced and disconnected.”

Over the past year it was noted that keyword blocking has been recognized as a deterrent to inclusivity - adversely impacting the LGBTQ community. As one article said, “topics relating to queer women and sexual health are commonly blocked, restricting publishers’ ability to monetize and grow, as the industry grapples with balancing brand safety and funding diverse—often niche—media.” Twitter (now “X”) was called out not long ago as one of the most hostile multimedia environments for LGBTQ people, in a report that looked at several other major platforms such as Instagram, Facebook, and TikTok. “While the other four platforms improved their safety scores since 2022,” the report said, “none of the sites scored higher than 63 percent on the report's scorecard. Instagram scored the highest, improving its number by 15 points due to new policies from parent company Meta that prohibit misgendering users, add checks to its targeted ad system, and enforce gender policy training for content moderators.”

To learn more about developments in brand safety as it relates to gaming and live entertainment, visit the BSI blog. To read more on brand suitability, and to hear more from industry professionals, check out all that Brand Safety Institute has to offer. From Brand Safety Officer, Brand Safe Workforce, and Brand Safe Business Partner certifications, to industry events and updated research, BSI has a wealth of knowledge to share. Don’t forget, we’re only a few months away from Brand Safety Week and the Brand Safety Summit, founded in partnership by BSI and GARM.