Social media giant Twitter has pledged to clamp down on trolls once and for all, according to reports.
As the site enters its 10th year, it intends to cleanse the service of malicious users, its European head Bruce Daisley told the Independent.
Twitter reportedly plans to introduce measures that spell out to trolls that their undesirable communications have an effect in the offline world, as well as the virtual space, according to the Press Association.
By making it clear that trolls' actions exist "in the real world" and encouraging victims to shop their abusers by publishing their names, it hopes to eradicate trolling and improve its brand.
Malicious users of the site are said to be hampering its efforts to be a frontrunner in the online news market.
Twitter has been valued at a reported £22 billion, a fraction of rival Facebook. The social media behemoth has over one billion users and is valued at £167 billion.
A number of high-profile users, including celebrities and politicians, have closed their accounts after falling prey to trolls lurking among the site's 320 million users.
Labour MP Stella Creasy received rape threats from a troll who was eventually jailed, while Sara Payne, the mother of murdered schoolgirl Sarah, closed her account after receiving vile abuse.
Daisley said: "We have spent longer on user safety than any other thing. The measures have directly correlated to a reduction in the amount of bad behaviour."