Identifying potentially unfair practices in content and serving relevant advertisements is described. A total risk score associated with an online advertisement is determined by a computer system based on a first risk score and an issue risk score. The first risk score is based on online content associated with the online advertisement and the issue risk score is based on one or more risk attributes associated with the online advertisement. The total risk score is transmitted to a client computer, where the total risk score is displayed through a user interface in conjunction with the display of the online advertisement on the client computer.