Religious Freedom or Brand Risk? How Far Is Too Far When It Comes to Cult Content on YouTube?

Cults on YouTube blur the line between religious freedom and brand risk.
Learn how PYLER’s AiD protects advertisers from unwanted exposure to controversial faith-based content.

At PYLER, our video ad safety solution AiD is built to protect brand integrity in digital ad environments. Using a globally recognized standard tailored for Korean contexts, AiD filters video content across eight sensitive categories, helping brands avoid unsafe or controversial placements.

As Korea’s first member of the IAB Tech Lab, PYLER adopted the IAB’s content classification framework. The International Advertising Bureau (IAB) provides global guidelines and systems to help advertisers create and maintain safe digital advertising ecosystems — especially for sensitive topics like religion.

Today, we spotlight the religion category and explore how cult-related content on YouTube can pose a significant risk to brand reputation.

Chapter 1:
Cults, YouTube, and the Fallout from “In the Name of God”

In 2023, Netflix released a documentary titled “In the Name of God: A Holy Betrayal”, which sparked public outrage by exposing controversial religious groups in Korea. Among the most prominent was JMS, whose founder was the subject of intense scrutiny.

In response, JMS reportedly shifted its outreach efforts to YouTube, producing rebuttal videos that reframe public narratives using edited clips from the documentary and other media. These videos are shared not only through newly created channels but also via acquired accounts with large existing subscriber bases — including channels like AltoranTV, BusanSeonri, and Makchata. Many of these videos are delivered in short-form content (YouTube Shorts), designed for quick emotional impact and broader reach. Some channels uploaded as many as 18 Shorts within just two weeks.

Chapter 2:
The Limits of Religious Freedom

According to Article 20 of the Korean Constitution, all citizens are guaranteed freedom of religion. This includes both the right to believe privately and to express religious convictions publicly. However, the law also permits restrictions on religious activities when necessary to protect public safety, order, or welfare.

This raises an important question:
What happens when cult-related content is algorithmically pushed to general users who do not follow that religion?

To many, these recommendations may feel intrusive or even alarming — a far cry from “just another algorithm at work.”

And what if a brand’s ad appears before or during such a video? Even if consumers consciously separate the brand from the content, repeated exposure may subconsciously associate the brand with controversial or manipulative messaging. The result? Brand damage that is difficult to detect — and harder to reverse.

We previously addressed this issue in our article When Ad Spend Damages Brand Value, showing how inappropriate ad placements can sharply decrease purchase intent and brand favorability.

Chapter 3:
How AiD Responds to Cult-Related Content

To help brands navigate these risks, AiD blocks ad placements on:

• Cult-related content that exploits religious belief to justify criminal activity or fraud

• Videos created by religious influencers who have committed abuse of power or legal violations

• Shorts and full-length content that subtly reinforce cult ideologies under the guise of rebuttal or defense

We believe that religious freedom is vital — but brands should not be forced into association with content that manipulates faith for unethical purposes.

By applying strict filters and proactively detecting new threats, AiD empowers advertisers to uphold their brand values in even the most complex media environments.