Brand safety is the practice of ensuring a brand (through advertisements or any other promotional material) does not appear in an unsafe environment This certification recognizes TikTok for setting rigorous brand safety standards to protect the safety of its community, provide brand protection and ensure transparency DUBAI: The Trustworthy Accountability Group (TAG), a leading global certification program, has awarded TikTok the TAG Brand Safety Certificate across the Middle East, Turkey and Africa. Brand safety is the practice of ensuring a brand (through advertisements or any other promotional material) does not appear in an unsafe environment. This certification recognizes TikTok for setting rigorous brand safety standards to protect the safety of its community, provide brand protection and ensure transparency. “Brand safety involves a complex and constantly evolving set of challenges and TikTok is committed to ensuring that the platform remains a safe space for the entire ecosystem to express themselves authentically,” said Shant Oknayan, general manager, Global Business Solutions, Middle East, Africa, Turkey and Pakistan, TikTok. TAG is a cross-industry initiative to fight criminal activity and strengthen brand safety in digital marketing, and the TAG Brand Safety Certified Program is the ad industry’s most comprehensive global brand safety certification program. “By adopting industry best practices to protect its partners and the supply chain from the full range of potential brand safety threats, TikTok is demonstrating its strong commitment to the safety of its growing community and the protection of brands within that community,” said Mike Zaneis, CEO, TAG. In September 2020, TikTok received its initial TAG Brand Safety Certification in the UK. It also received certifications in North America, Europe, Australia and New Zealand in February of this year. TikTok has also partnered with other organizations including the Global Alliance for Responsible Media and the Brand Safety Institute to ensure it maintains global brand safety standards.