I should explain what I meant further: I wasn't suggesting that bit.ly prevent people from shortening links, rather I was suggesting that they filter for links

I should explain what I meant further: I wasn't suggesting that bit.ly prevent people from shortening links, rather I was suggesting that they filter for links like the one mentioned in the article which are clearly intended to trick people into thinking they are clicking a link to a Google domain when in fact it is a link to the nefarious party's server. See the long link in the article for what I mean. It looked like a google.com link but in fact was a link to a.tk domain.