Vice is whitewashing parts of its ads blacklist.

For years it’s been common practice for ad agencies, trying to avoid controversy, to list certain editorial topics that they don’t want their client’s content to appear next to.

The little-known list of topics is called the blacklist, and Vice said Wednesday it will not honor the informal ban on more than two dozen topics.

“Vice will no longer blacklist 25 keywords that are commonly classified as ‘not safe’ but in actuality are words that describe our audience and your customers,” Cavel Kahn, SVP client partnerships told media buyers at the Vice New Fronts.

Among the key words to be scrubbed from the Vice list are gay, transgender, Jewish, Muslim, hijab, Christian, Latina, Arab, Middle Eastern, fat and a dozen other words.

“Our industry has taken brand safety to extremes,” said Sarah Harrison, SVP, creative studios. “We’re going to great lengths to insure brand safety,” said Kahn, “but we need to do it in a way we’re not creating bias.”

The announcements drew a round of applause from hundreds of media buyers.