X launches new profile labels to mark parody accounts, tries to solve a problem that Musk created

X, the platform formerly known as Twitter, has unveiled a new feature to help users identify parody accounts. The company has announced the creation of profile labels specifically for accounts that mimic individuals or organisations for satirical purposes. According to X, these labels aim to “increase transparency and ensure that users are not deceived into thinking such accounts belong to the entity being parodied."

For now, adding the parody label is optional, but X has hinted that the feature could become mandatory in the future. This change comes as the platform continues to grapple with issues surrounding authenticity, confusion, and the misuse of its verification system.

Rise and fall of twitter’s original verification system

Before its rebranding, Twitter had a straightforward way of distinguishing between legitimate and parody accounts: the blue checkmark. This symbol of authenticity was widely recognised and understood, offering users a quick way to verify the legitimacy of accounts representing public figures, organisations, or brands.

However, Elon Musk’s takeover brought sweeping changes to the verification programme. Musk criticised the old system, arguing it was arbitrary and elitist, favouring certain individuals while excluding others. His solution? A pay-to-play system, allowing anyone with a credit card to buy a blue checkmark. The idea was to level the playing field and combat bots by tying verification to payment, which was meant to confirm the “humanness” of users.

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Unfortunately, the new system backfired. Without requiring accounts to match their real identities, fake profiles posing as celebrities, companies, and politicians proliferated, causing chaos. In response, X introduced a range of badges for corporations and government-linked accounts, further complicating the verification landscape.

A fix for a self-created problem?

The new parody labels are X’s latest attempt to untangle the mess. By explicitly marking accounts as satirical, the company hopes to curb confusion and prevent users from mistaking jokes for genuine statements. Ironically, the platform now appears to be circling back to a concept that the original blue checkmark system had largely solved.

However, the damage caused by the revised verification system lingers. Verified accounts often flood replies with AI-generated comments or engagement-bait memes, as users try to profit from X’s monetisation programme. Many of these accounts are run by individuals farming clicks for income, particularly in regions where the platform’s monthly fees are offset by engagement earnings.

Profit vs user trust

The introduction of parody labels highlights a broader issue: the tension between maintaining user trust and generating revenue. Since Musk’s acquisition, X has lost significant advertising income, making user subscriptions a critical revenue stream. Yet, this approach has undermined the platform’s value for everyday users, with the verification system now being viewed as a source of confusion rather than clarity.

While the parody labels may help address some of these challenges, they also underscore the platform’s struggle to regain its footing after dismantling systems that once worked seamlessly. As X tries to balance profit with credibility, its latest move feels like a step in the right direction—albeit one that might have been unnecessary if the original system had remained intact.

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