Brand Safety in Korea: How It Falls Behind Global Standards

Korea still lags behind global standards in brand safety — but change is on the horizon.
Explore how international frameworks and AI solutions like AiD can help close the gap.

A Stark Contrast in Brand Safety Standards

In Korea, discussions around brand safety are still in their early stages. Even before tackling brand protection, the country lacks a fundamental legal framework to systematically develop the advertising industry.

Recently, there has been renewed interest in the Advertising Industry Promotion Act, reintroduced in Korea’s 22nd National Assembly. We hope this will become a stepping stone toward a more structured and responsible advertising ecosystem.

In contrast, many global markets have long recognized the importance of brand safety — not only to protect advertiser reputations, but also to reduce the monetization of harmful or inappropriate content. Let’s take a look at how leading countries are addressing brand safety.

Key International Organizations Leading Brand Safety Efforts

• IAB (Interactive Advertising Bureau)
  Establishes industry standards for digital advertising in the U.S., including terminology, ad formats, pricing metrics, and implementation guidelines.
  
  

• ARF (Advertising Research Foundation)
  Works with ESOMAR (European Society for Opinion and Marketing Research) to standardize ad effectiveness measurement globally.
  
  

• MRC (Media Rating Council)
  Accredits media rating services and ensures quality and transparency in audience measurement.
  
  

• GARM (Global Alliance for Responsible Media)
  A cross-industry initiative led by the World Federation of Advertisers (WFA). Includes major global advertisers, agencies, media companies, and ad tech providers working together to improve brand safety in digital media.
  
  

• TAG (Trustworthy Accountability Group)
  Develops guidelines and certifications to combat ad fraud and brand risk, while collaborating with governments to localize global standards.
  
  

• BSI (Brand Safety Institute)
  Provides education and certification for professionals focused on brand safety and digital advertising ethics.
  
  

• APB (Advertiser Protection Bureau)
  A U.S. initiative led by the 4As (American Association of Advertising Agencies), focused on empowering ad professionals to assess their understanding of brand safety through tools like the Brand Safety Self-Assessment.

  
  

Why Brand Safety Is More Than Just a Brand Issue

Brand safety isn’t just about reputation management — it’s a critical part of maintaining a healthy digital ecosystem. By cutting off ad revenue from harmful or misleading content, the industry can help prevent the commercialization of toxicity and crime.

We believe Korea’s advertising market has the potential to mature into one that values both brand integrity and content responsibility. This shift will require not only updated regulations, but also industry-wide awareness and technical investment.

At PYLER, we’re committed to using our AI-powered video understanding technology to contribute to a cleaner, safer digital environment. We aim to challenge the uncomfortable realities of today’s content economy — and build solutions that move the industry forward.