X has been under scrutiny for its handling of hate speech and misinformation since Elon Musk’s acquisition of the platform in October 2022. The latest appointments of Kylie McRoberts as head of safety and Yale Cohen as head of brand safety and advertiser solutions come after the departure of the previous executive in June 2023. This change in leadership is seen as an effort to address ongoing concerns about content moderation and the spread of harmful content on the platform.
The platform has faced backlash from advertisers due to the presence of hate speech and misinformation on X. In November, big-name brands such as IBM, NBCUniversal, and Comcast stopped advertising on X after their ads were found to be appearing alongside material praising Nazis. Musk’s response to companies halting their spending on X was met with criticism, with the CEO accusing them of “blackmail” and telling them to go away in a profanity-laden rant. These conflicts with advertisers have put a strain on X’s efforts to attract big brands and their advertising dollars.
In addition to battles with advertisers, X has also attempted to sue organizations that have documented the spread of hate speech on the platform, including Media Matters and the Center for Countering Digital Hate. A federal judge recently dismissed a lawsuit filed by X against the center, ruling that the platform cannot seek damages for the independent acts of third parties based on reports or speech from non-profit organizations. This legal setback adds to X’s challenges in addressing the proliferation of harmful content on the platform.
The appointment of Kylie McRoberts as head of safety indicates a shift in focus towards enhancing safety measures on X. With concerns about misinformation and hate speech on the rise, McRoberts will play a crucial role in overseeing the global safety team. Similarly, Yale Cohen’s role as head of brand safety and advertiser solutions highlights X’s efforts to address the concerns of advertisers and ensure that their brands are not associated with harmful content on the platform.
Despite these leadership changes and efforts to improve safety measures, X continues to face criticism for its handling of harmful content. Musk’s aggressive response to advertisers and legal battles with organizations documenting hate speech raise questions about the platform’s commitment to addressing these issues. As the platform navigates these challenges, the role of McRoberts and Cohen in overseeing safety and brand safety will be closely watched to determine the effectiveness of X’s approach to content moderation and addressing harmful content.
