Twitter is taking steps to ensure advertisers feel safe on its platform, a vital step for the company’s long-term growth.

One of the biggest challenges social media companies face is balancing individuals’ right to express themselves with companies’ efforts to protect their brand. Facebook ran afoul of advertisers in June when the Anti-Defamation League (ADL) found many ads from high-profile companies placed alongside content that would be deemed racist and offensive. As a result, Coca-Cola, The Hershey Company, Levi Strauss & Co, Verizon, Mozilla, Upwork, REI, Patagonia, Ben & Jerry’s, The North Face and Eddie Bauer were just a few of the companies that pulled their advertising from the platform.

Twitter is working to prevent that kind of scenario, with a new focus on brand safety, according to Business Insider.

“We want every brand to feel confident advertising on Twitter,” said Sarah Personette, Twitter VP of global client solutions, in an interview. “Brand safety is a critical component to that.”

The company has committed to audits by the Media Rating Council. Certification by the MRC is considered the gold standard, providing some assurance the platform’s systems are operating without bias. Twitter is also planning to announce third-party partnerships in the coming weeks, aimed at promoting brand safety.

At a time when Twitter is working to stay relevant amid the onslaught of newer platforms, and is trying to walk the moderation tightrope, this is a critical step for the company’s success.