Mediabrands' Index Finds Social Media Generally More Responsible: Touts Endorsements From 4As, GARM

Social media platforms have become more responsible in two key areas -- promoting respect and demonstrating accountability, according to the latest edition of IPG Mediabrands' "Media Responsibility Index."

The data (delineated above) measuring the relative index values for social media platforms during the first and second halves of 2020 for ten key areas of responsibility, showed some average improvement for all areas except two: protecting people, and children's wellbeing.

Mediabrands, which launched the index -- powered by its Reprise unit -- in August, also said it has received two important industry stamps of approval: adoption by U.S. ad trade association the 4As; and an endorsement from the World Federation of Advertisers' GARM (Global Alliance for Responsible Media).

The index currently tracks Facebook, Instagram, Pinterest, Reddit, Snapchat, TikTok, Twitch, Twitter and YouTube -- each of which were scored against an undisclosed proprietary method that Mediabrands describes as "key dimensions that provide deeper contextual insights across [media responsibility principles] reporting."



While specific platform results were not broken out as part of this week's release, Mediabrands said the data shows "improvements by Reddit, Snap, TikTok, Twitch and YouTube" for promoting respect, and Facebook, Instagram, Pinterest and Twitter for ensuring "no mis/disinformation."


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