IPG Mediabrands released its Media Responsibility Audit of social media platforms as part of a larger effort to enhance brand safety and media responsibility in advertising.
The social media platform audit, based on the media responsibility principles, looked at the impact of harmful content and evaluated the policies of different platforms and their enforcement.
The audit is a tool to hold platforms accountable for improving their media responsibility policies and enforcement and to ensure this can be tracked over time.
The Media Responsibility Audit included a comprehensive assessment of all the primary social media platforms — Facebook, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, twitch, Twitter, and YouTube.
The audit comprised of 250 questions and focused on establishing a benchmark on what a responsible platform looks like.
Led by Mediabrands’ performance agency, Reprise, the audit showed that many platforms are taking steps to improve their media responsibility performance.