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A brand safety checklist for AI-made ads

Brand safety is mostly about what is never said. A short checklist, run on every batch, catches most of the problems before they reach a customer.

AI for agencies · 4 min read · Updated 2026-10-07

Before a batch goes live

Run this list on every batch, not only on new clients. Changes made by a team or an assistant can drift away from the brand in small steps.

Checklist

  • Claims: only from the approved list, with the source note attached.
  • Imagery: licensed images only, no invented testimonials, and no real people without permission.
  • Voice: matches the brand guide, and avoids any topic the client has ruled out.
  • Sensitive topics: no health, money or safety promises unless the client has signed off the exact wording.
  • Competitors: no names or comparisons unless they are approved and checked.
  • Readability: captions are readable, and no message depends on colour alone.

After it goes live

  • Record who approved the batch, when, and which creative IDs went live.
  • Know the rollback: which step pauses the ads, and who can do it within minutes.
  • Read the comments and messages for the first day, and log any complaint.
Made-up scenario: an AI-edited caption adds 'clinically proven' to a skincare ad. The claims check catches it before approval, and the batch goes back with the line removed.

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