Source: Beet
The IAB's warning reflects a real commercial problem: as creators grow faster and operate with less institutional guardrails than traditional media, brand safety incidents—misaligned creators, content controversies, FTC compliance gaps—compound in frequency and cost. Brands can no longer treat creator partnerships as fire-and-forget transactions. They need active monitoring, contract specificity around AI-generated content, and rapid response playbooks, which erodes the speed advantage that made creator marketing attractive in the first place.