Brand Safety 2025: why customer proof is becoming the lifeline of reliable media

The traditional digital environment is in crisis

Data from 2025 confirms a trend: the ‘all digital, all reach’ approach is beginning to show cracks.

a) Platform moderation is changing

A report by eMarketer, Brand Safety on Social Media in 2025 (April 2025), warns of a shift: some major platforms — such as Meta Platforms (Facebook/Instagram), TikTok and X — are moving from platform-led moderation to a community model where users report and moderate content.

➡️ Result: the platform's direct responsibility diminishes — and, as a knock-on effect, control over advertising environments becomes weaker.

b) Confidence is declining — or at least, it is no longer increasing

Similarly, a study of multiple sources (e.g. Amra & Elma) shows that only 39% of consumers say they trust advertising in 2025..

Furthermore, for nearly 30% of marketers, a poorly controlled advertising environment has already led to a loss of consumer confidence or a decline in brand sentiment. (Figure estimated based on brand safety reports)

c) “Targeting is no longer enough”

These facts raise a fundamental question: What is the point of ultra-precise targeting if the environment in which the advertisement appears is questionable?

A well-calibrated message juxtaposed with toxic, extremist or fraudulent content may generate impressions... but it can also damage the brand, erode reputation and undermine trust.

Illustration: an advert inserted into an unmoderated influencer's feed or alongside problematic content can reach thousands of people – but at what cost? Return on investment is no longer measured simply in GRP, but in trust gained or lost.

Integrating these three aspects — platform changes, declining trust, and the inadequacy of targeting alone — reinforces the argument that the ‘traditional’ digital environment no longer guarantees brand safety or advertising effectiveness.

Traditional media regains value

a) Superior editorial and regulatory control

These media operate in clearly regulated environments: editorial charters, advertising regulations, audience audits. This regulation provides a guarantee of quality for advertisers.

For example, according to ExchangeWire in its article ‘Navigating Brand Safety in 2025’:

‘In 2025, brand safety continues to evolve... The goal remains to keep advertisements away from harmful content, but the focus is now on brand suitability, ensuring that advertisements appear in environments that reflect a brand's values and tone.’

b) A high-end context, perceived as more reliable by consumers

Consumers often associate the press, television or cinema with a certain legitimacy — which is no longer always the case in certain digital environments. The traditional media ‘label’ acts as a sign of trust.

This perception translates into an advantage for advertisers: advertising messages broadcast in these media benefit from a high level of attention and an environment perceived as “safe”.

c) An attentive audience, less distracted, more engaged

Unlike fragmented digital flows — multi-screens, multitasking, advertising layers — traditional media offer key moments of engagement: prime-time television, cinema coverage, and ‘must-read’ newspaper pages.

This increased attention translates into value for the brand: less ‘noise’, more reception. And in a market where trust is a rare commodity, this attentive engagement makes perfect sense.

What this means for brands

a) Rethinking priority: from volume to context

Rather than accumulating impressions or endlessly refining targeting, the challenge today is to ask ourselves: in what context will my message be perceived as credible?

Because a well-targeted campaign that is disseminated in an unreliable environment is bound to generate exposure... but little trust.

Brands must choose not only who they reach, but where they reach them — and that “where” is now part of the brand promise.

b) Traditional media: modern arbitration

Choosing television, newspapers or cinema is not a step backwards. It is a strategic decision:

• Less fragmentation: a message delivered in a place where attention is focused and the audience is receptive.

• Greater control: these media are governed by editorial and technical regulations that enhance their stability and clarity for advertisers.

• Greater trust: consumers continue to associate these media with quality, legitimacy and credibility.

In a context where confidence is wavering, this stability becomes a differentiating advantage.

c) The key role of visible and activated evidence

To truly capitalise on this momentum, it is not enough to simply shift the budget. A signal of proof must be incorporated:

• Certified customer reviews, verified according to standards such as ISO 20488 or NF522 — a guarantee of authenticity.

• Integration of these reviews into the media itself (television, press, cinema) — making the customer's voice a creative component of the message.

• The message then shifts from ‘we are good’ to ‘people like you say it's good’.

This visible proof transforms exposure into engagement: it establishes a tangible bond of trust in a premium context. In this model, targeting and format remain important — but what differentiates a campaign that reaches an audience from one that converts is the credibility it conveys.

In summary: for brands in 2025, advertising effectiveness is no longer achieved solely through reach or precision. It is achieved through the choice of context and the signal of credibility it activates. By focusing on reliable media and integrating visible customer proof, brands transform a media investment into a brand asset — not just a distribution cost.

Certified customer proof: a driver of efficiency and credibility

In a world saturated with advertising, brands can no longer simply say they are trustworthy — they must demonstrate it. This is where certified customer proof comes in: it transforms a promise into a visible experience.

a) Standards and rigour: guaranteeing authenticity

When we talk about “certified” customer proof, we are not just talking about another review: we are talking about a structured, verified, transparent process.

The ISO 20488:2018 standard – Online consumer reviews – defines the requirements and recommendations for the collection, moderation and publication of online customer reviews. A compliant review system therefore guarantees that:

• The author is a genuine customer.

• The review is linked to a purchase.

• Moderation is objective and documented.

• Publication is transparent with regard to the rules applied.

For brands, this level of rigour is a strong guarantee: the review can no longer be perceived as ‘bought’ or manipulated, it becomes a sign of trust.

b) From customer reviews to media messages: visible proof

The real revolution comes when this customer feedback is incorporated into the advertising format itself: TV commercials, press inserts, cinema adverts, etc.

Imagine a 5-second TV advert ending with: ‘Marie, buyer of car X, gives it a 9/10 rating and recommends this model. Like other TV Reviewers.’

This simple addition radically changes the nature of the message:

• We are moving from brand-driven discourse to peer-validated testimonials.

• Consumers don't just read that ‘this product is good’; they see that a customer like them says it is.

• In concrete terms, this increases credibility — and therefore attention, memorisation and conversion..

Recent studies show that user testimonials are particularly effective when:

• they are perceived as authentic,

• the source is similar to the target audience (peer ‘like me’),

• the format is short but visible in a premium media context.

The effect? The audience is less sceptical, more willing to believe, and therefore more willing to act.

c) Why it is a strategic lever for brands

In a world where:

• Trust in digital environments has been undermined,

  Targeting alone is no longer enough to win people over,

• the choice of media context (television, press, cinema) has once again become central...

…Certified customer proof acts as the bridge between the message and the impact.

It plays three strategic roles:

1. Credibility segmentation: being seen in a premium context and by a credible signal strengthens engagement.

2. Media amplification: premium media attracts attention, proof builds trust — together, they increase effectiveness.

3. Brand protection: better context + authentic proof reduces the risk of rejection, inauthenticity or reputational backlash.

In summary: Certified customer proof is not a decorative detail of the campaign: it becomes a central element of credibility. Integrated into a premium media format, it transforms advertising from ‘look at us’ to ‘listen to those who have done it’.

For any ambitious brand, the choice is now clear: choose power AND proof, rather than power alone.

Practical recommendations for advertisers

If you are in charge of a media strategy:

1. Audit your media mix: what proportion of your budget is invested in high-risk environments versus safe media?

2. Redefine your KPIs: don't settle for GRP or CPM anymore. Add ‘visible proof activated’, ‘customer reviews cited’ and ‘certified media context’.

3. BuyTryShare procedure in 4 steps:

   • Collect verified post-purchase reviews.

   • Select premium media inventory (television, press, cinema).

   • Integrate reviews into advertising creative.

   • Measure the impact on trust and conversion.

4. Case study: a brand decides to redirect 20% of its social media investments towards TV + integrated customer proof. The result? A 12% increase in engagement, a rise in recommendation rates, etc. (hypothetical data for illustrative purposes only)

Conclusion

By the end of 2025, the media ecosystem will no longer be solely focused on volume. It will be focused on credibility.

Brands that are content to merely achieve will no longer stand out. Those that build trust — through visible proof and reliable media — will create a competitive advantage.

With BuyTryShare, this transition becomes a reality: moving from exposure to conviction, from promise to proof.