Social media brand safety ensures that a brand’s content and ads appear in appropriate, non-harmful environments. Protecting reputation and consumer trust, it is vital for maintaining credibility in an unpredictable digital landscape.

EMARKETER Inc. has published a report, ‘Social media brand safety in 2025: A new era in content moderation’.

Paul Verna says, “The 2024 US presidential election marked a before and after in how social media companies police content and promote brand safety on their platforms.

Some of the most prominent social media companies—including X, Meta, YouTube, and TikTok—are relying on their users to flag violative and potentially misleading content. While those and other platforms continue to use moderation teams and automated systems, community-based efforts are becoming the norm for lower-severity violations.

X shifted to a user-driven content moderation policy soon after businessman Elon Musk completed his acquisition of the platform in October 2022 (when it was still called Twitter). Within months, he disbanded Twitter’s Trust and Safety Council, gutted the company’s internal moderators”.

Social media brand safety in 2025: A new era in content moderation

EMARKETER Inc.

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