TikTok shows improvement in Media Responsibility Index

February 9, 2021 9:15

TikTok has been named the most improved media platform for second half 2020, according to the IPG Mediabrands Media Responsibility Index.

The latest index, led by Mediabrands agency Reprise and based on a 2H 2020 assessment, found that social platforms’ adherence to media responsibility has improved significantly across nearly all 10 Media Responsibility Principles (MRPs), with platforms delivering an average lift of 11 percentage points across the assessment.

As TikTok’s growth surged in 2020, the platform demonstrated an ability to take a forward-looking approach to building its platform. The second half 2020 assessment results reflect a marked pivot toward enhanced third-party brand safety partnerships. The latest Index results showcase TikTok’s increased focus on Principle 3: Diverse and Representative, a principle that was not able to be measured in H1 2020. TikTok also saw substantial shifts in third-party brand safety partnerships and policy enforcement approaches.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.