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Early Internet users used alternate spelling or “leetspeak” to bypass word filters in chat rooms, image boards, online games and forums. But algorithmic content moderation systems are more pervasive on the modern Internet, and often end up silencing marginalized communities and important discussions.

“The reality is that tech companies have been using automated tools to moderate content for a really long time and while it’s touted as this sophisticated machine learning, it’s often just a list of words they think are problematic,” said Ángel Díaz, a lecturer at the UCLA School of Law who studies technology and racial discrimination.

Tailoring language to avoid scrutiny predates the Internet. Many religions have avoided uttering the devil’s name lest they summon him, while people living in repressive regimes developed code words to discuss taboo topics.

Algospeak refers to code words or turns of phrase users have adopted in an effort to create a brand-safe lexicon that will avoid getting their posts removed or down-ranked by content moderation systems.

As discussions of major events are filtered through algorithmic content delivery systems, more users are bending their language. Recently, in discussing the invasion of Ukraine, people on YouTube and TikTok have used the sunflower emoji to signify the country. When encouraging fans to follow them elsewhere, users will say “blink in lio” for “link i... See more