Brand safety
What is creator brand safety?
Creator brand safety is a review of a creator’s public presence before a brand associates with them. The team looks at social networks and the web for signals, the context of each finding, and the evidence behind it. A signal does not approve or reject the creator. The decision stays with the brand or the agency.
It is not a count of followers, reach, or engagement. It is the question a CMO, an influencer marketing team, or an agency asks before approving a partnership: is there anything in the public presence the brand needs to see?
What the review looks at
The review covers Instagram, TikTok, YouTube, and public web sources, depending on the data available for that creator. Findings fall into 13 categories:
- Gambling
- Politics
- Religion
- Legal
- Sexual content
- Violence
- Safety
- Hate
- Harassment
- Misinformation
- Sensitive content
- Language
- Controversy
The brand’s policy decides what deserves a review. A signal in a category is not an automatic verdict on the creator.
How ScanCreator runs this review
ScanCreator is creator reputation analysis and brand safety vetting for brands and agencies. The review runs on AI. A manual process takes 1–2 days per creator and ScanCreator takes 2 minutes per creator.
In October 2026, the base published by ScanCreator covered 18,439 creators reviewed and 73,000 classified findings. Of those creators, 51.3% had no findings at all.