IPG Mediabrands released its latest Media Responsibility Index showing that the major social platforms’ adherence to media responsibility has improved significantly.
The index, which aims to raise standards around brand safety and media responsibility in advertising, found that social platforms’ adherence to media responsibility improved across nearly all 10 Media Responsibility Principles (MRPs), with platforms delivering an average lift of 11%.
Many platforms also improves efforts to reduce Hate Speech and Misinformation/Disinformation.
“We created the Media Responsibility Index with the belief that social platforms would welcome our Index as a helpful tool, rather than being perceived as another ranking,” says Elijah Harris, global head of social, Mediabrands’ agency Reprise.
“This current Index shows that the platforms heard our call to action and moved swiftly to work together to be better and contribute to a more positive future for advertising and our world.”
Leigh Terry, CEO of Mediabrands APAC: “Given the hugely important nature of this industry-first piece of work, it is heartening to see a significant positive shift in scores around the key principles of accountability and promote respect from our industry platform partners over the last quarter, reflecting a continued collaborative approach to work towards creating a better, safer and more responsible environment to serve our brands and our communities; across the APAC region, and across the globe.”
The platforms invited to participate in the index: Facebook, Instagram, Pinterest, Reddit, Snapchat, TikTok, Twitch, Twitter, YouTube.
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