An over-zealous approach to tools such as keyword blocklists by brands is leading to a dangerous reduction in the diversity of consumers reached by advertising and the media it funds, according to GSK EMEA Media Director Jerry Daykin.

“As an industry we use quite blunt ways of ensuring brand safety,” he said. “A Vice study showed words like Muslim and lesbian were blocked more often than murder and rape. In doing this, brands are massively excluding consumer groups they need to be reaching and squeezing those voices out.”

Daykin was speaking at the launch of 99Club, a collaboration between New Digital Age, Mad//Fest and Datasine hat aims to bring together the most brilliant minds in marketing, advertising and tech.

A well-known champion of diversity, he also discussed the responsibility of brands in using their ad budgets to fund local news and diverse media.

The 99 Club is a network of people who are committed to creating a more positive future for marketing, advertising + tech. Organised by MAD//Fest and New Digital Age, the event will return again this spring. Click here if you’re interested in attending, hosting or sponsoring the 99//Club.