Presented by Paul Wallace

1. P R I VAT E A N D C O N F I D E N T I A L | V I C E I N S I G H T S 2 0 1 8
S o u r c e : V I C E V O I C E S , 2 0 1 8 , U S
P R I VAT E A N D C O N F I D E N T I A L | V I C E I N S I G H T S 2 0 1 8
83%
Say provocative or taboo
content reflects real life today

2. P R I VAT E A N D C O N F I D E N T I A L | V I C E I N S I G H T S 2 0 1 8
S o u r c e : V I C E V O I C E S , 2 0 1 8 , U S
P R I VAT E A N D C O N F I D E N T I A L | V I C E I N S I G H T S 2 0 1 8
80%
Say it is not up to the publisher
to determine what I should or
shouldn’t see

3. P R I VAT E A N D C O N F I D E N T I A L | V I C E + 2 0 1 9
The content where audiences continue to engage
Topic Consider it “Taboo” Read/Watch Recently
Hate Speech 25% 43%
Sexual Harassment /Assault 17% 59%
Sexual Content 13% 58%
Violence 13% 65%
Weapons 8% 51%
Fake News itself 33% 39%
News that covers Fake News 22% 44%
Biased Political News 20% 48%
Terrorism 14% 48%
Wars/Military Conflict 9% 50%
Death /Injury 9% 57%
Drug Use 12% 64%
Smoking/Tobacco 8% 49%
Drinking/Alcohol Use 7% 59%
Religion 9% 46%
Disaster /Tragedy Content 7% 57%
Vulgar Language 12% 53%
Immigration 5% 58%
LGBTQ 9% 58%
None of the Above 44% 9%
‘Taboo’ content isn’t an issue for
our audience, they don’t view
brand’s advertising around it as
a tacit statement from the brand
and continue to engage with it.
73% say the more content the
better because they feel well
informed
S o u r c e : V I C E V O I C E S , 2 0 1 8 , U S

4. PRIVATE AND CONFIDENTIAL | VICE 2017 4
Violation: SCREWED
Actual Topic:
Health Ed - 46.2
Brand Safety Confidence Score
Adult Topics- 4.3
Brand Safety Confidence Score

5. PRIVATE AND CONFIDENTIAL | VICE 2017 5
Violation: Poop
Actual Topic:
Health_Misc - 62.5
Brand Safety Confidence Score
Obscenity - 4.6
Brand Safety Confidence Score