October means cybersecurity: what marketers need to know

On 1 October 2025, the new Digital Security Act takes effect in Norway, implementing the NIS2 directive and aligning with the European standard. Denmark has already implemented its NIS2 law (active since 1 July 2025), and Sweden is in the process of adapting NIS2 through the upcoming Cyber Security Act, expected to take full effect in mid-2026.

In short, the law sets stricter requirements for how companies secure their digital services, report incidents, and manage risks in their supply chain.

The law mainly applies to critical sectors like energy, health, and banking, but the ripple effects go far beyond. For retailers, e-commerce, media, and agencies, the expectations are clear:

Customers, partners, and regulators now demand stronger digital responsibility.

Cybersecurity is about trust and people, not just tech

Firewalls and passwords matter, but true security goes deeper. It’s about protecting people from manipulation, misuse, and loss of trust.

Faced with stricter TTPA requirements, Google, Meta, and Snapchat chose to pull all political ads across the EU rather than adapt their systems.

Regulators saw how vulnerable elections are to manipulation, and chose to act. It’s a powerful reminder: security isn’t only about systems, it’s about safeguarding democracy and consumer trust.

Why marketers should care

Regulation is moving fast. The new Digital Security Act and the TTPA regulation show that authorities are no longer willing to accept business models that put democracy, consumers, or trust at risk. Google and Meta chose to ban political ads instead of adapting their systems. That decision underlines a bigger truth: brand safety and responsible advertising are not optional anymore, they are expected.

So, what does this mean for you as a marketer?

1. Trust is a competitive edge. Customers increasingly care about where and how brands advertise. Safe, responsible environments matter as much as discounts. Relevant, contextually placed ads are perceived as 51% more credible than randomly placed ads.
   
   

2. Compliance travels. Even if your company isn’t directly covered by new laws, your partners and suppliers may require you to meet higher standards. Being ahead of the curve means less friction and more trust.
   
   

3. Brand safety = security. Just as you secure your IT systems, you should secure your brand by having control over ad placements. That means not only avoiding extremist content, misinformation, or unsafe contexts, but also steering clear of news that is irrelevant or even harmful for your brand.
   
   

4. Privacy is part of safety. Respect your customers. Consumers are tired of being followed around the web. With Kobler, your ads appear where the context is right, not by tracking people. No cookies. No personal data. Just relevant ads in trusted media.

• Privacy-first: No personal data, no cookies, no consent banners
  
  
• Transparency: Full insight into where your ads appear, even behind paywalls.
  
  
• Brand safety: Built-in sensitivity filters protect your brand from harmful contexts.
  
  
• Future-proof: By aligning with new regulations, you don’t just follow the rules, you lead with responsibility.

October checklist for marketers

Use cybersecurity month as an opportunity to review both your marketing and your digital setup:

✔ Do your campaigns build trust and transparency?

✔ Are your ads placed in brand-safe environments?

✔ Are you ready for all the upcoming rules on digital security and advertising?

✔ Do your suppliers and partners meet the security standards you expect?

From security to sales

October is also when preparations for Black Friday and Christmas campaigns heat up. By making digital safety part of your strategy, you don’t just meet regulations, you strengthen the trust that drives sales.

Because in 2025, trust is performance.

Want to align your holiday campaigns with the new security landscape?

Book a free session with our advisors and learn how to make your marketing both impactful and safe.