Disinformation and Brand Safety: The Approach of the Czech Private Sector

Kristína Šefčíková, Alena Zikmundová, Roman Číhalík / 31 Mar 2022

Most private companies are not aware of the role advertising revenue plays in the continuing activity of websites spreading disinformation. Moreover, many brands advertise their products on disinformation sites through programmatic purchases and online auctions without knowing about it or they are not aware that they can influence where their advertising appears in the online space.

This is why PSSI, in cooperation with the initiatives NELEŽ (GET REAL) and Fair Advertising, have been organising seminars for private companies about brand safety in the past two years. The goal of the seminars was to educate the private sector about this issue and how to prevent disinformation from damaging their brand, with the overarching effort to make non-advertising on such websites an ethical standard of business. This blog post aims to address the approach of private companies in the Czech Republic to the issue of disinformation and brand safety, based on the experience of PSSI, NELEŽ and Fair Advertising and their educational activities.

You can download the publication in Czech and English below. Available are also Power Point presentation, infographic and project summary.