The news: Recent ad and product mishaps at Callaway Golf and Target showed that offensive or insensitive content can still make it through in-house company scrutiny and reach consumers, exposing a failure in corporate review processes.

Callaway Golf cleared a video produced by independent media company Good Good Golf that showed a man pushing a woman to the ground before it was published, while Target pulled a children’s Halloween costume that was criticized for echoing racist stereotypes. Both companies said the materials should never have been seen by consumers.

Callaway ended its relationship with Good Good Golf after criticism that the ad made light of violence against women. In a strongly worded apology posted to social media, the CEO acknowledged that approval of the video “should never have happened” and that Callaway had made changes to its approval processes. The fallout continued as certain retailers have pulled Good Good Golf products from their shelves, per an ESPN report.

Similarly, Target’s apology stated the orange and black Halloween costume “should never have been part of our assortment.” The retailer added it was examining “what needs to change to ensure this won’t happen again.”

Why it matters: The incidents come as creators become a more central part of brands’ marketing operations, adding to the potential challenge of maintaining effective supervision. Creators have become a crucial part of many marketers’ strategies, per our Creator Economy 2026 report. Approval failures can be risky for both sides. Creators may be more hesitant to work with brands if they believe a misstep could damage their own position.

Additionally, US companies including Target have rethought or scaled back diversity initiatives in recent years amid political pressure. The Callaway and Target incidents show why it’s important for companies to have different cultural perspectives represented in decisions about consumer-facing materials. Target’s statement acknowledged that the Halloween costume was “especially hurtful for our Black guests, team members and partners.”

Implications for marketers: Offensive and insensitive content can have business consequences. Sixty-five percent of US adults say a company’s social stance, including its approach to diversity and inclusion, has at least some influence on their experience with or purchasing decisions from that company, per Sogolytics data.

Brands need to make sure their review protocols involve people with relevant cultural awareness and give them enough standing to question and hit the pause button on potentially offensive content and advertising before it gets to consumers.