World Rugby Referee Ben O’Keeffe Joins Areto Labs as Ambassador to Champion Safer Digital Spaces in Sport
FOR IMMEDIATE RELEASE
Edmonton, Canada – Areto Labs, a Canadian tech company at the forefront of ethical AI and digital safety, is proud to announce Ben O’Keeffe, New Zealand’s internationally renowned World Rugby referee, as its newest brand ambassador.
As Ben prepares to take the field at the Rugby World Cup 2023 in France, he’s stepping into a new kind of leadership role—off the pitch and online. Drawing on his own experiences with social media abuse, Ben has joined forces with Areto Labs to promote healthier digital engagement and advocate for the mental well-being of athletes, referees, and fans.
“Social media has opened incredible opportunities for connection, but it also exposes public figures to targeted abuse,” said O’Keeffe. “After receiving personal threats following the 2023 Super Rugby Final, I knew it was important to speak up—not just for myself, but for the entire officiating community. Partnering with Areto Labs is a way to turn that experience into something constructive.”
Areto Labs uses AI-powered moderation to scan, filter, and manage toxic content on public social media accounts—helping sports brands, media networks, and individuals create safer and more inclusive digital communities.
“Ben is not only a leader on the field, but also a powerful voice for change in how we navigate digital spaces,” said Jacqueline Comer, Founder and Chief Product Officer at Areto Labs. “His honesty, resilience, and global perspective are exactly what’s needed in the conversation about digital harm. We’re proud to have him as part of the Areto family.”
As an Areto ambassador, Ben will lend his voice to public campaigns, share insights from his journey in elite sport, and help push the industry forward in prioritizing digital safety without sacrificing connection or engagement.
To follow Ben O’Keeffe’s journey through the Rugby World Cup and support his mission for more respectful online communities, find him on Instagram @okeeffe.ben—now under the protective umbrella of Areto Labs.
About Areto Labs
Areto Labs is a Canadian women-founded technology company and global leader in AI-driven content moderation, with offices across Canada, Europe and Oceania. Since its inception, Areto Labs has been at the forefront of tackling digital harm — pioneering world-first solutions to detect and remove hate speech, fraud and digital piracy from social media. Their proprietary moderation engine is trusted by leading sports leagues, broadcasters, rights holders, global brands, creators and public figures around the world to protect communities, strengthen engagement and create safer online environments. With a mission rooted in both technology and social impact, Areto is shaping the future of digital safety at scale. aretolabs.com
About Areto Software
Areto is an advanced AI content moderation and engagement software tool, empowering organizations to manage their social media with efficiency and control. Acting as an AI agent on autopilot, and powered by bespoke AI models, Areto gives brands, creators and public figures real-time, automated protection against harmful content and fraudulent activity, while optimizing engagement and reducing manual workloads.
Media Contacts:
Kasey Machin, Founder, Chief Operating Officer - kasey@aretolabs.com
Jacqueline Comer, Founder, Chief Product Officer jacqueline@aretolabs.com