Brand suitability solutions help advertisers align their messaging with content that reflects their values while avoiding material that may be inappropriate for their brand, though it may still be suitable for others. Sounder's Brand Suitability models classify content based on the following definitions, adapted from the IAB framework. For details, see Content Taxonomy 3.1.tsv in IAB Tech Lab taxonomies.
Risk-Level Overview
Le IAB Brand Suitability and Risk Framework provides a structure for categorizing content into eleven categories and four risk levels: Floor, High Risk, Medium Risk, and Low Risk.
Règles de réserve
The discussion of sensitive topics in an illegal, harmful, or irresponsible manner or the promotion of illegal or harmful activities. Examples include:
Advocating for self-harm or suicide as a solution to personal problems.
Providing step-by-step instructions on how to acquire illegal drugs.
Spreading misinformation about a certain religion in a way that incites hate or discrimination.
Risque élevé
The discussion of sensitive topics in a graphic, insensitive, or controversial manner, or the glamorization or normalization of harmful behavior. Examples include:
A graphic recounting of sexual acts.
Discussing abortion in a highly partisan or inflammatory manner.
Glamorizing substance abuse, such as portraying cocaine use as trendy or empowering.
Risque moyen
The discussion of sensitive topics within entertainment or storytelling. Examples include:
Joking about sex in a manner that isn’t vulgar or graphic.
True crime stories that are not excessively descriptive or gruesome.
An opinionated discussion on a military conflict in a way that isn’t overly hostile or divisive.
Risque faible
The discussion of sensitive topics in an informational, educational, and objective manner. Examples include:
Expert-led discussions on safe-sex practices presented in a fact-based manner.
Journalistic reporting on war in an objective tone.
A science-based discussion with an informational tone on how marijuana affects the brain.
Brand Suitability Categories
Contenu sexuel explicite et réservé aux adultes
Règles de réserve
Pornographic sexual material created primarily to arouse. This includes erotic or fetish content and pornographic storytelling where sexual gratification is the main purpose.
Risque élevé
Sexual discussions with explicit descriptions of sexual activity, such as detailed personal anecdotes or storytelling that vividly describes sexual acts within a creative or narrative context.
Risque moyen
Discussions of sexual topics in the context of entertainment or comedy. This could include the retelling of sexual experiences without excessive detail, sexual humor, and lewd descriptions of the human body.
Risque faible
Coverage of sex and sexuality from an educational, informative, or scientific perspective, such as discussions on sexual health or intercourse. Conversations of this nature typically use anatomically correct terms for male and female anatomy.
Armes et munitions
Règles de réserve
The promotion of or instruction on the illegal sale, distribution or use of firearms, bombs, or other weapons. This includes content that provides guidance on obtaining or creating illegal weapons. Any content that discusses the use of illegal weapons in unregulated environments would also fall under this category.
Risque élevé
Discussions that glamorize the use or possession of arms. This includes content that fear mongers about the need to arm oneself.
Risque moyen
The depiction of arms in the context of entertainment, including discussions of television, movies, and video games, true crime, and dramatic storytelling. This category also includes breaking news coverage or opinion pieces on arms-related topics, including coverage of mass shootings and gun rights activism. This risk-level also includes storytelling of hunting and shooting range experiences.
Risque faible
The coverage of firearms in an educational, historical, or scientific manner, such as discussions of gun laws, forensic analysis, military history, or news feature stories analyzing arms-related issues without sensationalism. This category also includes educational and responsible hunting and shooting advice.
Crimes et actes préjudiciables aux individus et à la société, violations des droits de l’homme
Règles de réserve
Content that explicitly promotes, advocates for, or commits unlawful acts of harm, such as murder, human trafficking, sexual abuse, slavery, genocide, self-harm, or animal cruelty. This includes content that encourages or glorifies such behavior, as well as harassment or bullying of individuals or groups.
Risque élevé
Description of human rights violations or crime in disturbing, graphic detail. This includes descriptions of murder, genocide, child abuse, rape and sexual assault, and human trafficking. This could include in-depth true crime storytelling that heavily focuses on violent details.
Risque moyen
Discussion of crime or harmful acts in the context of entertainment or storytelling, as well as true crime shows and conversations on television and movies that aren't excessive in detail. This category also includes breaking news coverage or opinion pieces on criminal activity.
Risque faible
Educational or analytical discussions on crime, law enforcement, or criminal justice. This content may include expert interviews or feature stories examining criminal behavior or prevention. This category also includes unbiased news reports on crime.
Décès, blessure ou conflit militaire
Règles de réserve
Content that promotes, incites, or advocates for violence, death, or injury. This includes content that glorifies murder or war crimes and incendiary discussions that provoke military aggression.
Risque élevé
Discussions of death, injury, or military conflict that are insensitive or exploitative. This encompasses graphic or gory descriptions of torture and extreme violence that have the intention of shocking the listener, as well as callous treatment of victims.
Risque moyen
Discussion of death, injury, or military conflict in an entertainment context, including true crime that isn't excessively descriptive. This category also includes breaking news coverage or opinion pieces about the topic.
Risque faible
Educational, journalistic, or scientific discussions of death, injury, or military conflict. This includes history podcasts, analysis of military strategy or conflict prevention, and news coverage of death or war.
Piratage en ligne
Règles de réserve
Podcasts that actively promote, instruct, or advocate for piracy, copyright infringement, or counterfeiting. This includes discussions that encourage illegal downloads, unauthorized content distribution, or provide step-by-step guidance on pirating copyrighted material.
Risque élevé
Depiction or discussion of online piracy in a way that glamorizes or normalizes it, even if not directly instructing listeners to engage in it. This includes storytelling or discussions that present piracy as a desirable or rebellious act without acknowledging legal or ethical concerns.
Risque moyen
References to piracy in an entertainment context, including storytelling and discussions on media that feature piracy. This also includes breaking news and opinion pieces that cover piracy-related topics.
Risque faible
Discussions of online piracy from an educational, journalistic, or legal perspective. This includes content analyzing the effects of piracy on businesses, debates on copyright law, discussions about digital rights, or news reporting providing balanced coverage of the topic.
Discours de haine et actes d’agression
Règles de réserve
The expression, promotion, or incitement of hate, discrimination, or violence against individuals or groups based on race, nationality, ethnicity, religion, gender, sexual orientation or disability. This includes the use of derogatory slurs. Describing group members as animals, subhuman, or genetically inferior or suggesting group members are behind a conspiracy to gain control.
Risque élevé
Podcasts that glamorize hate speech or acts. This could include discussions that perpetuate harmful stereotypes or present discriminatory views.
Risque moyen
The discussion of hate speech or hate crimes within an entertainment context. This includes the detailed recounting of real-life incidents, personal or publicly-reported, or incidents on television and movies. This category also covers breaking news and opinion pieces on the topic.
Risque faible
Discussions of hate speech, discrimination, or hate crimes from an educational, journalistic, or scientific perspective. This includes discussions on the history and impact of hate speech, legal frameworks addressing discrimination, social justice advocacy, and unbiased news feature stories.
Obscénité et blasphème
This includes language, gestures, and explicitly gory, graphic, or repulsive content intended to shock and disgust.
Règles de réserve
Extremely graphic descriptions of bodily functions intended to shock and/or repulse the listener.
Risque élevé
Frequent use of strong swear words such as f*ck, c*nt, or c*ck.
Risque moyen
Frequent use of mild swear words such as ‘shit’ or ‘crap’ or occasional use of strong swear words such as f*ck, c*nt, or c*ck.
Risque faible
Use of very few mild swear words, such as ‘shit’, ‘bullshit’, and ‘crap’.
Illegal Drugs, Tobacco, eCigarettes, Vaping, & Alcohol
Règles de réserve
The promotion, advocation, or facilitation of illegal drug use. This includes explicit instructions for obtaining illegal substances. Additionally, any content that promotes drug, tobacco, vaping, or alcohol use to minors falls into this category.
Risque élevé
The glamorization of illegal drugs or prescription abuse. This includes the gratuitous description of the recreational use of hard drugs such as cocaine, heroin, fentanyl, and meth. It also includes discussions that downplay the dangers of underage drug use, smoking, vaping, or drinking.
Risque moyen
Discussions of substance use in an entertainment context, including personal anecdotes of soft drug use such as marijuana or alcohol, or hard drug use in a regretful tone, the reference to television or movies, or comedy. This also includes breaking news coverage or opinion pieces about drugs.
Risque faible
The discussion of drug use, addiction, or recovery from an educational, scientific, or journalistic perspective. This includes medical discussions on addiction, public health, psychological therapies with drugs such as MDMA or psilocybin, and news feature stories that provide responsible coverage.
Spam ou contenu nuisible
Règles de réserve
The promotion or advocation for the use of malware, phishing, or other malicious software. This includes content that instructs listeners on how to engage in these activities.
Risque élevé
The glamorization of harmful online practices or scam techniques, including depictions that trivialize or celebrate these activities without explicitly instructing or promoting them. This category also includes gratuitous depictions of cyber threats intended to incite fear.
Risque moyen
Discussions of malware or spam within an entertainment context, such as the recounting of real-life incidents, personal or publicly reported, or incidents in television and movies. This category also includes breaking news or opinion pieces that discuss topics such as cyber threats, online security, or cyber warfare.
Risque faible
Podcasts that provide educational, informative, or scientific discussions on malware, phishing, and spam, such as cybersecurity tips or expert analyses. This category also includes unbiased news features on the topic.
Terrorisme
Règles de réserve
Podcasts that promote, advocate for, or glorify terrorism, including graphic descriptions of terrorist acts intended to incite more violence or spread extremist ideologies. This includes propaganda supporting terrorist groups.
Risque élevé
Podcasts that depict terrorist actions in a disturbing, sensationalized, or irresponsible manner. This includes content that describes terrorist activities in an excessively detailed or agitating way, as well as the insensitive treatment of victims. It also encompasses dismissive attitudes toward terrorism's impact.
Risque moyen
Discussions of terrorism within an entertainment context, such as the recounting of real-life terrorism or terrorism in television and movies. This also includes news and opinion-based coverage that discusses acts of terrorism, their causes, and their consequences.
Risque faible
The discussion of terrorism from an educational, historical, or journalistic perspective. This includes discussions on counter-terrorism strategies, analysis of extremist movements, academic studies on radicalization, and responsible news feature stories on terrorism-related topics.
Débat sur des questions sociales sensibles
Règles de réserve
The treatment of debated social issues such as abortion, LGBTQ+ rights, gun control, immigration, or climate change policy in an insensitive, irresponsible, or harmful manner. This includes content that incites conflict or promotes hatred or division. It involves a reckless approach that could perpetuate discrimination, alienation, or harm to individuals or communities based on their identity, beliefs, or affiliations.
Risque élevé
The discussion of debated social issues in a highly negative or polarizing manner. This includes content that presents sensitive topics with a strong bias, aiming to incite disagreement or hostility, or that takes a polarizing stance on complex issues without acknowledging different viewpoints.
Risque moyen
Dramatic depictions or discussions of social issues in an entertainment context, such as in storytelling or comedy. This category also includes breaking news or op-ed content on social issues that may present an opinion on the issue but isn't overly hostile to the other side.
Risque faible
Educational, informative, or scientific discussions on social issues, focusing on a balanced, well-researched approach. This includes unbiased news feature stories and expert interviews that aim to be objective and present various perspectives.