Request a Demo Blog

6 lessons from former TikTok Head of Violence & Aggression Policies, Ailís Daly

October 28, 2024 | UGC

WebPurify’s Head of Trust & Safety EMEA, Ailís Daly, has experience navigating some of the most complex and high-pressure digital safety environments in the world. With a career spanning leadership roles at TikTok, Twitter, Airbnb, and more, Ailís has been at the forefront of shaping policies that protect users from online harm.

Now, as she takes the helm of WebPurify’s trust and safety efforts in Europe, the Middle East, and Africa, Ailís offers her lessons for any business looking to strengthen its digital safety strategy and meet evolving regulatory demands.

6 lessons from former TikTok Head of Violence & Aggression Policies, Ailís Daly

1. Anticipate and Adapt to Regulatory Changes

With the EU’s Digital Services Act (DSA) and other sweeping regulations in play, Ailís emphasizes that businesses need to stay ahead of the curve. Reflecting on her experience, she says, “Failure to comply may result in significant costs to a company, both monetarily and reputationally.” A proactive approach to evolving laws will help businesses through regulatory challenges, ensuring they are not caught off guard by changing legislation.

2. Policies Must Be Enforceable, Not Just Aspirational

One key insight from Ailís’s time at TikTok and other tech giants is that policies must be practical and enforceable. “Policies cannot be developed in a vacuum,” she explains. “They are meaningless if they cannot be effectively enforced.” Trust and safety frameworks should be actionable for businesses to move beyond policy creation to actual implementation and enforcement. “Collaboration between the people developing the policies and those enforcing them is a crucial foundation for digital safety.”

3. Transparency is Critical

Once rules are launched, their existence needs to be clear to the community they will impact. “Why are they launching and what are the consequences of non-compliance? Keep it simple and take feedback onboard,” she says. Transparency is a crucial component of the DSA, with an important aim being to provide a transparent and safe online environment. The DSA contains measures that require online platforms to be more transparent about their content moderation, advertising, and use of automated tools.

4. Content Moderation Partners’ Regional Expertise Is Key

Operating in EMEA comes with its own set of complexities. “The Brussels effect means legislation governing online speech and conduct is coming thick and fast across the globe,” she notes. Having regional expertise and understanding of the local regulatory landscape will be instrumental in creating tailored solutions – whether that’s the US, EMEA, or other regions in the world.

5. Trust & Safety Is a Non-Negotiable for Online Businesses

“Trust and safety is no longer a nice-to-have, it is an absolute necessity for all online businesses,” Ailís asserts. Her experience across platforms like TikTok, Google, and Airbnb has shown her the critical role trust and safety play in business success. At WebPurify, she will help clients build robust safety frameworks that not only comply with regulations but also protect their users and reputation.

6. Collaboration Is Essential for Effective Policy Enforcement

Throughout her career, Ailís has championed the importance of collaboration between policy makers and enforcement teams. “Issues repeat themselves, and whilst they do so in unlimited permutations, being consistent in how you respond builds trust,” she says. Her leadership at WebPurify will focus on fostering internal collaboration to ensure that policies are not just written, but are understood and enforced effectively across platforms.

Stay ahead in Trust & Safety! Subscribe for expert insights, top moderation strategies, and the latest best practices.