Originally published in Adweek by Erik Oster

A new initiative seeks to help navigate the impact on brand safety

As we enter the home stretch of the 2020 election season, misinformation and disinformation is top of mind, with implications for platforms, advertisers and agencies alike.

The American Association of Advertising Agencies (4A’s) Advertiser Protection Bureau (APB), the brand safety unit launched by the 4A’s in 2018, has launched a new initiative to help agencies and brands navigate the issue of misinformation and disinformation and its impact on brand safety.

In the age of the coronavirus, disinformation could be a matter of life or death.

OMD executive director, emerging technology platforms Israel Mirsky, who played a prominent role in developing the APB’s misinformation and disinformation efforts noted that the World Health Organization has been referring to an “infodemic” of misinformation and disinformation around pandemic, including deliberate attempts to undermine health.

“Primary in our minds because we’re human beings has been the effect that misinformation and disinformation is having on people. That’s where all of this begins,” Mirsky told Adweek. “When misinformation and disinformation affects such a large number of people at the same time, it also affects brands. We felt it was really important to express and highlight the effect that disinformation is having as a result on growth for brands. We felt like it was critical to take it to that level in order to drive as much focus as was needed on this issue.”

Read more here.