The accreditation means the business has demonstrated its ability to protect clients’ brands in the online ad trading environment.

The DTSG (Digital Trading Standards Group) has set out the Brand Safety Good Practice Principles for all businesses involved in buying, selling or facilitating display advertising.

This includes clearly agreed contracts, controls on where adverts will appear, proactive management of inventory sources, to clarity on issue resolution and contractual consequences in the event of ad misplacement.

The DTSG UK Brand Safety Good Practice Principles certificate attributed to GroupM for 12 months, has been validated by media measurement body ABC.

Bethan Crockett, digital risk director at GroupM UK, said: "We take brand safety very seriously as it’s an ever-present challenge in the industry. It is essential to keep our clients brands protected and to uphold digital supply integrity.

"We have a robust multi-tier process for brand safety and work closely with key industry bodies to guarantee brand safety for clients. There will always be more work to be done in this space, which is why we are supportive of the JICWEBS."