X Appoints Kylie McRoberts As New Head Of Safety To Oversee Content Policies

In a significant move, X, formerly recognised as Twitter, has appointed a new head of safety.

In a significant move, X, formerly recognised as Twitter, has appointed a new head of safety, the media has reported. This appointment comes at a crucial juncture as the platform undergoes notable changes under tech billionaire Elon Musk, which have sparked concerns among advertisers. The newly appointed head of safety will be tasked with overseeing content policies and rules, aiming to address these concerns and ensure a safe and conducive environment for users and advertisers alike, says a report by news agency Bloomberg.

The company has elevated one of its internal employees, Kylie McRoberts, to assume the role of the head of safety. Additionally, X has brought on board Yale Cohen, formerly an executive at Publicis Media, entrusting him with the responsibility of ensuring advertisers' confidence and security on the platform.

In a companywide email obtained by Bloomberg, Chief Executive Officer (CEO) Linda Yaccarino emphasised the company's commitment to the coexistence of safety and freedom of speech on X. Yaccarino lauded the tireless efforts of the safety team, who work around the clock across the globe to uphold this principle, the report noted. Furthermore, the company made the announcements regarding these key hires in a post shared on the platform itself.

Since Musk's acquisition of the social media platform in October 2022, X's trust and safety division, responsible for overseeing content on the site, has encountered notable challenges. Musk, who identifies as a "free speech absolutist," has articulated his vision for X to serve as a platform where a diverse range of beliefs can engage in healthy debate.

McRoberts assumes the role of the third head of trust and safety since Musk's takeover. The first appointee, Yoel Roth, resigned shortly after Musk assumed control, citing concerns over the company's relaxed standards regarding misinformation and hateful content. Subsequently, Roth's successor, Ella Irwin, also resigned in June.

X's stance on free speech has led to the alienation of advertisers concerned about their ads appearing alongside harmful content. In November of the previous year, several major advertisers, such as Walt Disney Co. and Apple Inc., halted spending on the platform following a report revealing their ads adjacent to pro-Nazi content.

According to Bloomberg, X's advertising revenue plummeted by approximately 50 per cent last year, amounting to around $2.5 billion. Despite this decline, Tesla and SpaceX boss Musk has continued to endorse content that some perceive as offensive. Additionally, X is currently experimenting with online groups featuring "adult content" and other materials deemed "not safe for work."