Of all the crises to have darkened Facebook’s door over the past two years, the concern among marketers that their brands may incur reputational damage resulting from an ad placement on the platform is perhaps the most serious.

While numerous data privacy and election misinformation scandals continue to swirl around the social network, brand safety failings threaten to hit Facebook where it hurts most. The company derives over 90% of its total revenues from mobile ad sales, meaning a mass boycott from brand advertisers would haven an instantly devastating impact.

Having previously insisted itself to be a “tech company”, and not a media owner, Facebook is heeding the calls of big brand owners like Unilever and accepting greater responsibility for the content hosted on its platform. Yet more must be done to make advertisers feel at ease.