Brand Safety Policy

Telegraph Brand Safety

Brand Safety

In an era of fake news, quality journalism has never been more important or more in demand. As a quality newsbrand and trusted source, we see huge spikes in traffic as soon as big stories break. This gives advertisers access to a large and highly engaged audience, where our thought-provoking pieces can hold readers’ attention for extended periods of time and gather thousands of comments. However, we do understand that on occasion there will be news events and coverage that you do not want to be associated with. It is for these reasons that we take your brand safety very seriously.

Brand Safety Policy

This policy applies to direct, programmatic guaranteed and programmatic private marketplace bookings across The Telegraph website. We use a contextual targeting technology which provides predefined exclusions for advertisers who may not want their brand to be seen alongside certain content on our website. The predefined exclusion includes a set of standard safety signals to provide protection against the most sensitive content. Our editorial team endeavour to actively tag sensitive content with identifying keywords. Any articles tagged with sensitive topics are automatically excluded from ad targeting.

Telegraph has adopted a TAG-recognised content taxonomy to ensure that the defined floor for harmful content is avoided, as referenced in the 11 "Sensitive Topics" in the IAB Tech Lab Content Taxonomy or The 12 “Brand Safety Floor” categories as defined by the GARM, detailed in the link here.

Take Down Policy

In the event of an ad appearing beside content deemed inappropriate, the client should contact their Telegraph Sales representative, or the Ad Ops team as soon as possible. On request from the client, the campaign can be paused within 24hrs or within your agreed contract time, whilst the relevant teams investigate. If the client chooses to take down the ad, any contractual consequences relating to the ad campaign will be evaluated and agreed between the parties on a case-by-case basis.