Elon Musk's social media platform, X, formerly known as Twitter, has announced the appointment of new executives to oversee safety on the platform. Kylie McRoberts, a company veteran, has been named head of safety, while Yale Cohen, previously from Publicis Media, will serve as head of brand safety and advertiser solutions. This comes nine months after the departure of the last executive in charge of safety, Ella Irwin, who left the company in June 2023.

The platform has faced challenges with content moderation and the spread of misinformation and hate speech since Musk's $44 billion purchase of X in October 2022. Musk's actions, including reinstating accounts of white supremacists and disbanding the Trust and Safety Council, have drawn criticism from vulnerable groups such as the LGBTQ community.

The advertising business on X has also suffered, with 75 out of the top 100 U.S. advertisers ceasing ad spending on the platform since Musk's controversial statements at a New York business summit in November. Musk accused advertisers of trying to “blackmail” him and cursed at them publicly.

Despite these challenges, X is making efforts to rebuild relationships with advertisers and users. McRoberts and Cohen will play key roles in ensuring a safe advertising experience on the platform. The appointments signal X's commitment to improving safety and security for its users and advertisers.

The ongoing concerns about content moderation and safety on X highlight the complex challenges facing social media platforms in the current digital landscape. As X continues to navigate these issues, the new leadership team will be tasked with addressing the platform's shortcomings and rebuilding trust among users and advertisers.