GBN Media / Brand safety
Brand safety
Demonstrated, not asserted.
A published methodology, Ofcom regulation by choice and a record you can read on the regulator's own register, all designed to be shared by a planner with a client.
The right question
A regulated news channel is not open-web inventory.
Keyword and whole-brand safety labels were built to manage open-web risk. Applied to professionally produced, regulated media, they answer the wrong question.
Open-web and UGC risk
- ✕ Anonymous user-generated content
- ✕ No editorial standards or fact-checking
- ✕ No regulator and no complaints route
- ✕ Programmatic placement beside unknown content
Regulated, classifiable media
- ✓ Named on-air talent and a clear editorial chain
- ✓ Ofcom Broadcasting Code compliance
- ✓ Published editorial standards and complaints policy
- ✓ Plannable by programme, format and daypart
Featured shows
A published methodology, not a curated list.
Seven shows, around 53 hours of airtime a week. Magazine, news and interview formats, each mapping to a functionally equivalent format on ITV, BBC One, Sky News or BBC News. Shows enter and exit on the criteria, in both directions, which is what makes the classification worth booking against.
Format
Magazine, news or interview format.
Tone
News-led tone throughout.
Audience
Broad audience composition.
Equivalence
An identifiable comparator on ITV, BBC One, Sky News or BBC News.
| Show | Slot | Average audience, trailing 28 days | Comparable format on |
|---|---|---|---|
| The Camilla Tominey Show | Sun 09:30 | 152,300 | Sunday interview programming, BBC One / Sky News |
| Britain's Newsroom | Mon to Fri 09:30 | 106,760 | Mid-morning news magazine, Sky News |
| Breakfast | Mon to Sun 06:00 | 97,886 | Breakfast news magazine, ITV / BBC One |
| Sunday with Michael Portillo | Sun 11:00 | 82,300 | Sunday political interview, BBC One |
| Saturday Morning Live | Sat 10:00 | 94,200 | Weekend magazine, ITV |
| Good Afternoon Britain | Mon to Fri 12:00 | 76,200 | Daytime news magazine, ITV / Sky News |
| The Weekend | Sat to Sun 12:00 | 64,375 | Weekend daytime, Sky News |
Average audience: BARB daily overnights, mean per episode over the trailing 28 days (5 August to 1 September 2026), individuals 4+, refreshed daily. Slots move with the schedule; all seven shows are on the current weekly planner (week commencing 31 August 2026). Basis and cadence on the Sources page. The slate is reviewed continuously; classification works in both directions.
Regulated by choice
Anyone can publish to the open web. We chose to broadcast.
Publishing news online carries no licence, no code and no regulator. GB News chose the other route: a licensed broadcaster, answerable to Ofcom under the Broadcasting Code on every hour of output. The regulator judges the content, and the record below is the regulator's.
The Broadcasting Code, every hour
Due accuracy and due impartiality in news. Protection of audiences from harm and offence. Fairness and privacy obligations to the people in our programmes. Strict rules on sponsorship and commercial references. These apply to every daypart, not a selected slate.
A public complaints route with teeth
Anyone in Britain can complain to Ofcom about any programme. Complaints are investigated and decisions published openly. The regulator can require on-air corrections, impose fines and ultimately revoke a licence. That accountability does not exist on the open web.
Built for compliance
The Editorial Charter was refreshed in November 2024: news presented by career broadcasters and credentialed journalists, with compliance oversight across output. The result is on the regulator's own record: no penalty action since.
A track record, not a promise
If a programme raises a question, GB News gives a clear, factual response within 24 hours. The compliance record across every daypart is open to any planner or client.
The compliance position
The record, on the regulator's own register.
Refreshed November 2024
News presented by career broadcasters and credentialed journalists. There has been no penalty action from the regulator since.
GB News Editorial Charter, November 2024The 2025 decisions
In 2025 the High Court set aside two Ofcom decisions concerning GB News and Ofcom withdrew three more; the public register reflects that. The court documents and the Ofcom statements are public, and the current record is the one to plan against.
Ofcom decisions register; High Court, February 2025Built to be shared with a client.
The methodology, the regulatory position and the compliance record are designed to travel: a planner can put every page of this in front of a marketer as is. Want it as a pack?