WebPurify appoints new Head of Trust & Safety in EMEA in response to rising regional regulatory demands

Ailís Daly has joined WebPurify as Head of Trust & Safety, EMEA, to lead our efforts as we expand the company’s services in the region. The appointment is in response to the growing regulatory demands and increased need for robust content moderation across digital platforms in EMEA.

This strategic move will help WebPurify align with key regulations such as the EU’s Digital Services Act (DSA) and the UK’s Online Safety Act, ensuring compliance while fostering safer online environments for users and businesses alike. Ailís will also focus on enhancing partnerships with European clients, strengthening WebPurify’s market position, and navigating complex regulatory landscapes to meet the evolving expectations of consumers and regulators.

Based in Ireland, a European tech hub, Ailís joins WebPurify from TikTok, where she was Global Head of Violence & Aggression Issue Policies – a position she’s held since 2021, and that followed other senior roles at Google, Twitter and Airbnb, in policy and risk management.

“WebPurify has a strong reputation of being industry veterans,” says Ailís, “and the timing is critical as companies operating online in Europe need to navigate many recent regulatory requirements launched under the EU’s Digital Services Act (DSA) and other legislation related to online safety. Failure to comply may result in significant costs to a company, both monetarily and reputationally.”

WebPurify’s clients will benefit from enhanced regional support, ensured compliance with local regulations, and strengthened partnerships with clients. The business will also expand its trust and safety consulting offering, which includes everything from community guidelines development to end-to-end risk audits.

“We’re thrilled to be expanding our team with the regional and professional expertise Ailís will bring,” says WebPurify co-founder, Josh Buxbaum. “With the quick success of our trust and safety consultancy, we wanted to expand our reach. We want to ensure that WebPurify’s European clients not only meet regulatory requirements but also meet the fast and increasing demands for building safer online communities.”

Here, Ailís explains more about her background, and plans for WebPurify in Europe, the Middle East and Africa.

Can you tell us more about your background and how your experience as a barrister has influenced your approach to trust and safety?

I have always had a strong sense of social justice and working in law allowed me to represent less advantaged people in society, to give them guidance and be their voice through the complex legal system.

In 2008, I was thrust into an intensely demanding profession that requires exceptional communication skills, attention to detail, an ability to negotiate and, above all else, keeping a very cool head in high pressure situations. Your advocacy performance on behalf of a client can ultimately impact their entire future, and your powers of persuasion must be compelling.

In so many ways, the same skills are required in the world of trust and safety, such as being driven by a strong sense of values and commitment to due process, being able to think and communicate clearly under pressure, staying on the pulse of what’s happening in the world and how it might impact your company’s strategy, and being immensely resilient.

In addition, being able to simplify complex legislation into a digestible format, think on your feet, and keep abreast of every legal development is crucial for a successful career as a barrister – these are qualities that also continue to be valuable.

Why the move to Trust and Safety?

I sought out my very first role in the tech industry over 11 years ago, having observed an opportunity for growth, influence and impact in one of the fastest-developing industries. It felt like a Constitution for the internet was being developed, and I didn’t want to miss being part of shaping the future of online usership.

Whether I was supporting the preparation for upcoming regulations, engaging with regulators to build trust for the company, consulting with subject matter experts as part of a policy modification, creating a crisis response playbook, tackling complex safety escalations or giving strategic direction on some of the world’s most pressing online challenges around speech, violence or abuse, I drew on my background as a barrister to deliver results.

There are real-life harms that happen as a consequence of online content, and being one of the professionals seeking to mitigate that harm feels incredibly worthwhile.

You’ve held roles at major tech companies including Google, Accenture, Twitter, Airbnb, and TikTok. How have these experiences shaped your understanding of digital safety and policy enforcement?

Having been part of different approaches and cultures has been an immensely valuable experience.

I have developed a deep understanding of the digital safety landscape, be that on a social media app with billions of users or an online marketplace that connects hundreds of millions of people in real life.

I’ve worn multiple hats – from risk management to content moderation and policy development – and the learnings are countless. Here are three of my most-referenced takeaways:

1. Policies cannot be developed in a vacuum. Policies are meaningless if they cannot be effectively enforced, so collaboration between the people developing the policies and those enforcing them is a crucial foundation for digital safety.
2. Rules must be clearly communicated. 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.
3. Be principled in your approach. Issues repeat themselves, and whilst they do so in unlimited permutations of different facts and personalities, being consistent in how you respond builds trust.

How do you plan to leverage WebPurify’s European presence to enhance expertise and services?

The Brussels effect means legislation governing online speech and conduct is coming thick and fast across the globe. There are many countries outside the EU with legislation either approved or under review. We’re aiming to establish regulatory compliance services not just relevant to Europe but that can service the world.

With Alex Popken at the helm of WebPurify’s Trust & Safety efforts, it is no wonder it is thriving. I had the immense privilege of working with Alex at Twitter in the early days of ad policy enforcement, and saw firsthand her growing the ad operations team from a handful of moderators to an industry-leading organization of 100s.

Together, Alex and I have ambitious plans for WebPurify’s expansion into Europe by combining our industry knowledge to further strengthen the suite of services for WebPurify’s clients, including policy development, policy enforcement, ideation of product safety features and EU compliance guidance.

WebPurify has a really strong reputation of being industry veterans and have a sincere commitment to protecting online communities. I’m very excited to join its efforts.

Looking ahead, what are your long-term goals for WebPurify’s Trust & Safety team in Europe?

Trust and Safety is no longer a nice-to-have, it is an absolute necessity for all online businesses.

The DSA requires online platforms to establish both ad-hoc and ongoing Trust & Safety mechanisms in accordance with the size of their active EU user base.

Helping to shape how WebPurify supports companies in implementing their Trust & Safety objectives and obligations in Europe is a professional dream realized. I am committed to making WebPurify an industry leader in Europe, providing an impeccable understanding of online safety obligations in the region, along with a broad policy and enforcement toolkit.

The T&S space is incredibly fast-paced. Many of the apps that are household names today, such as TikTok and ChatGPT, weren’t even on the public radar five years ago. T&S professionals have always had to be incredibly responsive to the impact of technology developments on the communities they protect. Racing alongside the developments to ensure the safety of the online ecosystem is something I relish.

“WebPurify is uniquely positioned to deliver precisely what our clients need, whether it’s AI or human moderation at varying levels of complexity, or the use of our advanced tools and consulting services,” says WebPurify VP of Trust & Safety, Alex Popken. “What truly sets us apart is the caliber of talent we’ve brought on board and the depth of experience we apply to every client partnership. We welcomed Ailis for exactly this reason – her outstanding expertise in driving digital safety across multiple industries throughout her career. We’re excited for our clients to experience the value she brings.”