Brands, Safety & Social Platforms: Time to Rethink X in Canada

Recent scrutiny on X, formerly Twitter, has reignited an uncomfortable but necessary conversation for governments and brands alike: should organizations continue to rely on platforms that struggle to protect users from serious harm?

The Canadian federal government’s continued presence on X, despite mounting evidence of the platform hosting or enabling harmful content including AI generated sexual abuse material, has raised important questions about public safety, accountability, and reputational risk. For Canadian brands watching closely, the implications extend well beyond politics.

This moment offers a chance to rethink not only where we show up online, but why.

What’s Happening on X and Why It Matters

X has faced global backlash following reports that its AI systems and moderation failures have allowed the creation and circulation of AI generated sexual abuse material, including non consensual and exploitative imagery. While the platform has said it is addressing the issue, critics argue the response has been slow and insufficient given the severity of the harm involved.

Despite this, Canadian government departments have continued to post official updates on X, effectively directing citizens to a platform many now associate with unsafe content environments.

For public institutions, this raises a fundamental question: can governments credibly advocate for online safety while remaining active on platforms accused of failing to protect users, particularly children and women?

For brands, the question is just as relevant.

The concerns aren’t limited to policymakers. Canadian marketers and media voices are openly questioning continued participation on the platform.

The Risk of Business as Usual on Unsafe Platforms

1. Brand Safety Is No Longer Abstract

Brand safety once meant avoiding ad placements beside questionable content. Today, it means evaluating whether a platform’s entire ecosystem aligns with your organization’s values.

When harmful content is systemic rather than incidental, brands risk appearing indifferent to user safety, undermining trust with customers, employees, and partners, and being associated with a platform’s broader controversies regardless of intent.

2. Presence Signals Endorsement

When trusted institutions and recognizable brands continue to post on a platform, that presence can unintentionally signal legitimacy.

In the case of X, continued participation may be interpreted as tacit approval of weak moderation standards, a willingness to trade safety for reach, or a disconnect between stated values and real world behaviour.

3. Reputation Moves Faster Than Policy

Public sentiment shifts quickly. What feels like a neutral decision today, such as simply posting links, can become a reputational liability tomorrow if platform issues escalate further or attract regulatory action.

What This Means for Canadian Brands

Canadian consumers are increasingly values driven. They expect brands to take online safety seriously, to be intentional about the platforms they support, and to lead rather than follow when digital norms change.

This does not mean every brand needs to immediately delete its X account. It does mean now is the time for a deliberate reassessment.

Key questions to consider:

• Does X still serve our audience in a meaningful way?
• Are we comfortable directing customers and communities into this environment?
• Would we make the same decision if we were starting our social strategy today?

Smarter Social Media Alternatives for the Year Ahead

If your organization decides to reduce or pause activity on X, there are strong alternatives for reaching Canadian audiences.

• LinkedIn: Best suited for thought leadership, employer branding, and B2B storytelling. It offers a higher trust environment and clearer moderation standards.
• Instagram and Reels: Effective for visual storytelling, brand affinity, and community engagement, with established brand safety tools and mature creator ecosystems.
• Threads: An emerging text based alternative with a moderation first approach. While still growing in Canada, it is gaining traction among media, marketers, and creators.
• TikTok: Offers unmatched reach and discovery, but requires a clear content strategy and comfort with short form video.

The most important takeaway is diversification. No single platform should control your entire audience strategy.

A Strategic Moment for Thoughtful Leadership

This is not about reacting to headlines or joining outrage cycles. It is about recognizing that platform decisions are strategic choices with ethical, reputational, and long term business implications.

Governments are expected to model responsible digital behaviour. Brands have an opportunity to lead by example, showing that reach is never more important than safety, trust, and alignment with values.

As Canada continues to debate online harms, AI accountability, and platform regulation, one truth is becoming clearer.

Where you show up online says as much about your brand as what you say.

Now is the time to rethink X and design a social strategy built for the future.