GARM Brand Safety Analysis

LLMSE evaluates brand suitability using the GARM Brand Suitability Framework (Global Alliance for Responsible Media). Every classified website is scored across 11 sensitive content categories with risk levels ranging from Floor (unsuitable for any advertising) to Safe (broadly suitable).

GARM Grading

Every classified website receives a GARM brand safety grade:

A Low Risk (80-100) — Broadly safe for advertising. Content has no sensitive category flags
B Medium Risk (60-79) — Requires consideration. Content touches debated or sensitive topics
C High Risk (40-59) — Many advertisers would avoid. Content involves sensitive categories
D Very High Risk (20-39) — Elevated concern. Content involves high-risk categories with negative framing
F Floor (<20) — Not suitable for any advertising. Content falls into floor-level categories

11 GARM Categories

The GARM framework defines 11 sensitive content categories. LLMSE maps each classified website's content category to the corresponding GARM risk level:

Floor Adult & Explicit Sexual Content — Not suitable for any advertising
High Crime & Harmful Acts — Content depicting or promoting criminal activity
High Hate Speech & Acts of Aggression — Content promoting hatred or violence
Medium Arms & Ammunition — Military and defense content
Medium Death, Injury, or Military Conflict — War, conflicts, and disaster content
Medium Debated Sensitive Social Issues — Gambling, politics, religion, and government topics
Low Spam or Harmful Content — Low-quality or potentially misleading content
N/A Online Piracy — Detected through content classification signals
N/A Obscenity and Profanity — Detected through content classification signals
N/A Illegal Drugs/Tobacco/Vaping/Alcohol — Detected through content classification signals
N/A Terrorism — Detected through content classification signals

Scoring Logic

The GARM score combines the content category risk level with the page's sentiment to produce a final brand safety score:

Base Score Determined by GARM risk level: Floor = 0, High = 30, Medium = 60, Low = 80, No match = 100
Good Sentiment +15 points — Educational or informative framing of sensitive topics reduces risk
Neutral Sentiment +0 points — No adjustment for neutral coverage
Bad Sentiment -20 points — Content that promotes or glorifies risky topics increases risk

For example, a military defense article (Medium risk, base 60) with educational framing (Good sentiment, +15) scores 75 (Grade B). The same topic with negative sentiment (-20) would score 40 (Grade C).

Full Reports via MCP & API

Get detailed GARM brand safety reports with category mappings, risk levels, and sentiment adjustments:

MCP Server

Use the analyze_garm tool through your AI assistant:

"Check GARM brand safety for https://example.com"

Set up via the LLMSE Public MCP server.

REST API

Call the GARM endpoint directly:

GET /api/v1/garm?url=https://example.com

See full parameters and response schema in the interactive API docs.

GARM Grade in Search Results

The GARM Grade badge appears on classification results, showing brand safety at a glance.

Why GARM brand safety matters:

  • Brand protection — Avoid placing ads next to content that could damage brand reputation
  • Advertiser confidence — Transparent safety scoring helps advertisers make informed decisions
  • Industry standard — GARM is adopted by major platforms (Google, Meta, TikTok) and advertisers worldwide
  • Content monetization — Publishers can identify and address safety concerns to attract premium advertisers

Browse by GARM Grade

Filter classified websites by their GARM brand safety grade:

garm Grade A (Low Risk) ?garm=A
garm Grade B (Medium Risk) ?garm=B
garm Grade C (High Risk) ?garm=C
garm Grade D (Very High Risk) ?garm=D
garm Grade F (Floor) ?garm=F

Advanced GARM Queries

Combine GARM grade with other filters using advanced search syntax:

q Brand-safe News sites garm:A cat:"News and Media"
q Safe Technology sites garm:A cat:Technology
q High-risk content garm:D

See all available filters on the query examples page.

GARM Distribution Statistics

View the distribution of GARM grades across all classified websites on our Market Share page. The GARM Grades chart shows how websites are distributed across the A-F grading scale.

Learn More