Tumblr says it’s specifically targeting speech from Nazis and other white supremacist groups. The original post was removed for violating its hate speech policies.

Tumblr, which is now owned by WordPress creator Automattic, says that much of the existing hate speech stemmed from blogs that have already been terminated. While their original posts were deleted, the content of those posts still lived on in reblogs.

Tumblr says reblogs’rarely contained the kind of counter-speech that serves to keep hateful rhetoric in check’.

Tumblr says in the last week alone, it removed 4.47 million reblogs as part of this process.

Tumblr says it has reviewed its approach with a variety of outside groups to’make sure we have aligned with their recommended best practices’.

‘there’s no silver bullet solution, AI, or algorithm that can perfectly target hate speech,’ the company says.’that’s why we have a dedicated trust & safety team, and we have an easy way for you to report any hate speech you do see,’ it says.