The advertiser practice of excluding news content by category or keyword to avoid controversy, which removes a large, attentive, and generally brand-safe audience from plans. Research from the Stagwell and others has found no brand harm from adjacency to hard news; the practice persists because it is easy.
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Cite this entry:
Agency Echelon. "News Avoidance." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/news-avoidance/