The Global Alliance for Responsible Media (GARM) is an industry effort to safeguard the potential of digital media. GARM defines a Brand Safety Floor and Brand Suitability Framework that categorizes and defines common harmful content. This article details the mapping between the Brand Safety Floor and GumGum’s threat categories.
GARMS’s Brand Safety Floor | GumGum’s Verity Brand Safety Categories | |||
---|---|---|---|---|
# | Category | Definition | Category | |
1 | Adult & Explicit Sexual Content | Illegal sale, distribution, and consumption of child pornography. | GGT4 | Sexual; sexually charged |
2 | Arms & Ammunition | Promotion and advocacy of Sale of illegal arms, rifles, and handguns. | GGT1 | Violence and gore |
GGT2 | Illegal/criminal | |||
3 | Crime & Harmful acts to individuals and Society and Human Rights Violations | Graphic promotion, advocacy, and depiction of willful harm and actual unlawful criminal activity – Explicit violations/demeaning offenses of Human Rights (e.g. human trafficking, slavery, self harm, animal cruelty etc.), | GGT1 | Violence and gore |
GGT2 | Illegal/criminal | |||
4 | Death, Injury or Military Conflict | Promotion or advocacy of Death or Injury. | GGT1 | Violence and gore |
GGT9 | Illness/medical | |||
5 | Online piracy | Pirating, Copyright infringement, & Counterfeiting. | GGT8 | Malware Note: GumGum’s GGT8 category covers Piracy-related content but currently does not ascertain pirated content. Verity therefore classifies content that covers the topics of Piracy, copyright infringement, or counterfeiting. Verity currently does not consider whether the content itself was pirated, counterfeited, or infringes on copyright. However, development is ongoing to add a dedicated sub-class for Piracy as part of the GGT2 (Illegal/criminal) class. |
6 | Hate speech & acts of aggression | Unlawful acts of aggression based on race, nationality, ethnicity, religious affiliation, gender, or sexual image or preference. | GGT6 | Hate; hate speech, harassment and cyberbullying |
7 | Obscenity and Profanity, including language, gestures, and explicitly gory, graphic or repulsive content intended to shock and disgust | Excessive use of profane language or gestures and other repulsive actions with the intent to shock, offend, or insult. | GGT5 | Obscene; profanity/vulgarity |
8 | Illegal Drugs/Tobacco/ | Promotion or sale of illegal drug use – including abuse of prescription drugs. | GGT3 | Drugs and alcohol |
9 | Spam or Harmful Content | Malware/Phishing. | GGT8 | Malware and phishing |
10 | Terrorism | Promotion and advocacy of graphic terrorist activity involving defamation, physical and/or emotional harm of individuals, communities, and society. | GGT1 | Violence and gore (both text and image) |
11 | DebatedSensitive Social Issue/ Violations of Human Rights | Insensitive, irresponsible and harmful treatment of debated social issues and related acts intended to demean a particular group or incite greater conflict. | GGT6 | Hate; hate speech, harassment and cyberbullying. |
GGT2 | Illegal; criminal | |||
The Brand Safety floor categories do not map to this GumGum Threat category. | GGT7 | Disasters |