Reddit made a name for itself as the self-proclaimed “front page of the internet,” with user-generated forums that allow people to anonymously share everything from funny animal memes to conspiracy theories and edgy political opinions.

But the website—the eighth-most trafficked in the world, according to website ranking firm Alexa—has recently been ramping up its efforts to stamp out the darker fringe of the platform as it hopes to encourage users, publishers and advertisers it’s a safe home for their content.

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