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The Alliance’s formation was led by Unilever, Mars and Diageo.   

Top brands, media agencies, industry associations and platforms have formed the Global Alliance for Responsible Media to ensure digital safety. The formation of the alliance was led by Unilever, Mars and Diageo with the objective of making media sustainable and a “force for good in society”.

John Montgomery, global EVP at GroupM noted that the alliance will first start by creating a consolidated list of objectives that will reduce the kind of content that endangers both public and brand safety. Platforms like Google, Twitter, Facebook and YouTube are also members of the alliance.

Montgomery added that the alliance could allow for the sharing of AI tools which identify brand safety risks. By the following year, he hopes that there will be much less instances of brand safety disasters making the headlines.

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