Damage caused by political content for brands.
Damage caused by political content for brands.
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Racism, sexism, and politics pose biggest risk for brand advertisers

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Racism, sexism, and politics pose the highest risks to brands buying media today, according to a brand suitability survey by services firm Channel Factory.

Channel Factory surveyed media buyers across the U.S. and Western Europe to determine which content topics were most likely to cause sensitivity. While the survey covered all brand marketing, I heard a lot about this issue last week at the Esports BAR Miami conference, where a lot of brands talked about the challenges of marketing campaigns associated with esports and gamers.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.