X Appoints New Safety Head Amid Content Concerns

The social media platform formerly known as Twitter, now X, has appointed a new head of safety, according to Bloomberg. 

This comes as concerns rise among advertisers about the spread of harmful content following changes implemented under Elon Musk. 

An internal company email obtained by Bloomberg reveals the appointment of Kylie McRoberts, promoted from within, to lead the safety team.

Additionally, Yale Cohen, previously with Publicis Media, joins X to focus specifically on advertiser safety. 

CEO's Message on Safety and Free Speech 

The email from X CEO Linda Yaccarino emphasizes the platform's commitment to both safety and free speech: "When we say safety and freedom of speech can and must coexist on X — we mean it. And the safety team works tirelessly, day and night, across the globe to make that happen." 

Leadership Changes and Musk's Approach 

This appointment marks the third iteration of leadership for X's trust and safety team since Elon Musk's acquisition in October 2022.

Musk, known for his stance as a "free speech absolutist," aims to create a space for "a wide range of beliefs to be debated healthily." However, this approach has distanced major advertisers concerned about association with harmful content. 

Advertiser Concerns and Revenue Decline 

Following a report detailing ad placement next to pro-Nazi content, major advertisers like Walt Disney and Apple halted spending on X in November.

Bloomberg further reports a significant decline in X's advertising revenue, reaching $2.5 billion – roughly a 50% decrease for the year. 

Despite these concerns, Musk reportedly continues to support content some consider offensive, and X is even testing online groups specifically for adult content.