TikTok shows improvement in Media Responsibility Index
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.
Source: IPG Mediabrands
The largest increases in the report were seen in the Promote Respect and Accountability principles, as well as many platforms improving their efforts to reduce Hate Speech and Misinformation or Disinformation.
The Mediabrands MRPs have officially been adopted by the 4As (American Association of Advertising Agencies) and the index has been endorsed by the Global Alliance for Responsible Media (GARM), the leading global industry body on media responsibility governance.
“We created the Media Responsibility Index with the belief that social platforms would welcome our Index as a helpful tool, rather than being perceived as another ranking. This current Index shows that the platforms heard our call to action and moved swiftly to work together to be better and contribute to a more positive future for advertising and our world,” Reprise global head of social, Elijah Harris, said.
“As an agency partner to both platforms and brands, we have a unique opportunity to provide data and insights that empower the larger industry to look out for one another when it comes to the communities a brand serves and the content they see.”
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Olivia Kruimel is 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.
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