5 September 2023
Last modified: 15 March, 2022
In general terms, low-risk content is defined as content that is acceptable for all ages and audiences. It does not contain anything that could be considered offensive, and therefore most advertisers would be comfortable seeing their ads appearing next to such content. However, decisions on risk are subjective, and individual brands will set their own risk parameters relevant to the product/service they are promoting and the market they are targeting – so content that could be considered ‘low risk’ to some, may fall into the ‘moderate risk’ category for others.