Bitly, a link-shortening and redirection service, is technically safe, but it's being abused by scammers. It once responded promptly to abuse reports; now it ignores them. In my most recent 100,000 emails containing Bitly links, *all* were in spam email, *none* went to legitimate landing pages.
Currently 100% of URLs I receive are scam/spam.
The owners ignore abuse reports.
I blocked it in my network, I think you should do the same. It is not safe to use any short URL services those days, especially those which ignore reports.
This is a URL shortener site that enables scam artists, spammers, etc. to hide their tracks and is commonly found in fake youtube videos that use a bait-and-switch tactic to funnel traffic to their hidden site.
They are focused on selling their service while having a slow means of reporting a spam/scam customer that is not as easy to use as it should be.
Be wary of links that use this site.
Link shortening site which is often is abused by scammers. Unfortunately they don't seem to take abuse very seriously as they only means of reporting abuse is through a broken google form which they don't seem to want to address.