Despite X’s repeated assurances that its ad placement tools prioritize brand safety, recent reports have highlighted ongoing concerns in this area. Advertisers, such as Hyundai, have discovered their promotions appearing alongside objectionable content, such as pro-Nazi material, raising questions about the effectiveness of X’s current approach.
One of the main challenges faced by X is its reduced staff numbers, including moderation and safety employees. With an 80% reduction in total staff, the platform is struggling to keep up with the detection and action required to enforce its rules effectively. As a result, many posts that violate X’s policies are slipping through the cracks, either due to inadequate detection by X’s systems or ineffective ad placement controls.
Comparisons with other platforms, such as TikTok and Meta, reveal a significant difference in moderator-to-user ratios. X lags behind these platforms, with one moderator for every 55k E.U. users, compared to TikTok’s 1/22k and Meta’s 1/38k ratios. This disparity raises concerns about X’s ability to effectively moderate content and ensure brand safety.
While X relies on AI and crowd-sourced Community Notes to assist in moderation, experts argue that these systems are not sufficient on their own. Safety analysts have criticized X’s Community Notes for being ineffective, citing gaps in enforcement and parameters around their use. The overreliance on non-staffed systems and processes could be contributing to the brand safety issues facing X.
Elon Musk’s views on free speech and content moderation have also raised concerns within X. Musk’s stance on allowing all perspectives to be presented without moderation has led to misinformation spreading unchecked on the platform. Musk’s engagement with conspiracy-related content, without fact-checking, further complicates the situation, especially considering his influential position as the most-followed profile on X.
X’s changes have eroded trust in verified accounts, once considered reliable sources of information. Conspiracy theorists now have a platform to amplify unfounded ideas, leading to a decline in brand trust and potential harm to users. Additionally, X’s ad revenue reportedly down by 50%, indicating a significant impact on the platform’s financial stability.
X’s ad placement tools and approach to brand safety are facing significant challenges. The issues surrounding moderation, detection, and content control are contributing to ongoing concerns raised by advertisers and users alike. With mounting pressure to address these issues and regain trust, X must reevaluate its strategies and prioritize effective brand safety measures to ensure a sustainable and trustworthy platform for all stakeholders.