In general terms, high-risk content is defined as any content that is moderately or explicitly offensive, controversial, or even potentially illegal. It can include adult content, content relating to drugs or hate speech, or unmoderated user-generated content.
In digital advertising, websites or pages featuring such content must be identified and blocked to avoid any damage to an advertiser’s reputation through association. Individual brands will also set their own additional risk parameters relevant to the product/service they are promoting and the market they are targeting.
See also, Brand Risk, Brand Safety, Low-Risk Content, and Moderate-Risk Content.