The issue of so-called ‘cancel culture’ remains a real and present danger for content creators, but for brands associated with those influencers the threat may be less severe than first thought.

Why it matters

Unlike other media buys, influencer marketing leaves brands open to a potentially worrying variable: the actions of the creator. A huge amount of work is done by advertisers to mitigate this risk, and to ensure brand safety. New research suggests that social media users are unlikely to punish marketers for unwittingly supporting an objectionable creator.

Calling out creators, but not brands

• According to a new...