What are the potential pitfalls of adding HTML code to a PHP website for advertising purposes?

The potential pitfall of adding HTML code directly to a PHP website for advertising purposes is the risk of introducing security vulnerabilities such as cross-site scripting (XSS) attacks. To mitigate this risk, it is recommended to use PHP functions like htmlspecialchars() to escape any user input or dynamic content before outputting it in HTML.

<?php
// Example of using htmlspecialchars() to escape user input before outputting it in HTML
$advertisingContent = "<script>alert('XSS attack!');</script>";
echo htmlspecialchars($advertisingContent);
?>