IPG Mediabrands has released its first Media Responsibility Audit as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising.

The social media platform audit was based on the Media Responsibility Principles which are geared towards “protecting brands and the communities that a brand serves, weighing the impact of harmful content, and evaluating the policies of different platforms and their enforcement,” said IPG Mediabrands.

The Media Responsibility Audit, led by Reprise, included doing a comprehensive assessment of the primary social media platforms Facebook, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, twitch, Twitter, and YouTube against the 10 principles to check current status and accountability against each principle. The audit was comprised of 250 questions in total and focused on establishing a benchmark on what a responsible platform looks like.

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