From the virtual community to “Trust and Safety”: eBay (1995–2007) and the rise of platform governance

Early enthusiasts imagined a cyberspace free from centralized control. Today, Internet platforms surveil and regulate user activity through systematic governance mechanisms, including content moderation. This article examines how centralized control became the taken-for-granted solution to platform challenges, a shift that abandoned the dream of self-governance. By analyzing the rise of “Trust and Safety” at eBay between 1995 and 2007, I show that platform governance emerged to align eBay with corporate pressures as it transitioned from a startup to a public, multinational corporation. Trust and Safety at eBay came to designate a department, a discipline, and a philosophical approach to questions concerning the governance of users, synthesizing two competing visions: Pierre Omidyar's cyberlibertarian ideal of community self-governance through mutual surveillance, and Meg Whitman's corporate vision of a centrally regulated “well-lit marketplace.” Drawing on internal and external company documents, I demonstrate how Trust and Safety provided a moral justification for centralized governance by framing corporate vigilance as user protection, making control of users compatible with the “community” ethos of early Internet culture. As an early commercial platform, eBay acted as a laboratory for platform governance, where the visions and practices of Trust and Safety were developed and then exported to other major platforms.