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In March, some Snapchat users were appalled to see an ad for the game “Would You Rather” that asked users if they would rather slap Rihanna or punch Chris Brown.
The ad—which referred to a 2009 incident in which Brown assaulted Rihanna, sending her to the hospital—attempted to make a joke about domestic violence. Many users protested the ad by deleting the messaging application.
The episode illustrated a phenomenon of brand safety that goes beyond Snapchat: The ads that your ads appear next to matter, too.