Meme marketing used to be treated as a loose collection of page posts. The mature version looks different: vetted networks, clear exclusions, creative review, disclosure rules and post-level reporting.
Brand safety does not require sanding away every joke. It requires knowing where the content will appear, what contexts are off-limits and who can make a decision when culture moves quickly.
The best programmes create boundaries before the topical moment arrives. That gives creative teams more confidence to move fast inside them.