The proliferation of credentials for platforms like X undermines the value of those credentials for platforms and publishers genuinely committed to quality experiences for brands and consumers. Why bother with obtaining credentials for which there is no enforcement?

X, formerly Twitter, is grappling with brand safety issues, hindered by owner Elon Musk's actions and a lack of clear leadership in its brand safety team. Accreditation from regulatory bodies like the Media Rating Council (MRC) is delayed, casting doubts on the platform's credibility.

Internal chaos seems to stall progress; key roles in the brand safety department are reportedly vacant. Without these roles filled, achieving necessary accreditations appears unlikely, further undermining trust.

Despite some efforts to improve, X has not regained advertiser confidence. Marketers remain cautious, leaving the platform's advertising future uncertain.