An early draft of one proposal from an influential industry group, Global Alliance for Responsible Media, seems to recognize these limitations. The group, known by its acronym GARM, has been circulating a rough cut of new rules it is drafting in the wake of the Facebook boycott.
The proposal attempts to define offensive content, push platforms to prove how prevalent that content is on their services, and give brands transparency about when ads appear next to that content.
“Irrespective of harmful content being posted, every marketer should have the ability to manage the environment they advertise in and the risks,” says one slide in GARM’s proposal, which was obtained by Ad Age and marked “confidential.”
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