# Brand suitability

A brand's judgment about which otherwise permissible content and contexts fit its values and audience.

A brand's judgment about which otherwise permissible content and contexts fit its values and audience.

## An example

A family travel brand avoids adult-themed content even where that content is lawful.

## Why it matters

Suitability is more specific to a brand than general safety and should be expressed as clear campaign rules.


## Related terms
- [Ad disclosure](https://jolts.xyz/resources/glossary/ad-disclosure)
- [Brand safety](https://jolts.xyz/resources/glossary/brand-safety)
- [Contextual advertising](https://jolts.xyz/resources/glossary/contextual-advertising)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).