X takes legal action against Media Matters over ad report
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Firms like IBM and Comcast withdrew ads following the non-profit’s report indicating ad placement near harmful content
On Monday, X filed a lawsuit against the media watchdog group Media Matters, accusing the organization of defamation. This comes in response to a report published by Media Matters stating that ads for prominent brands were displayed alongside posts promoting Nazism on the social media platform.
X, formerly known as Twitter, has encountered increasing backlash since the publication of the Media Matters report on Thursday. This resulted in IBM, Comcast, and various other advertisers withdrawing their ads from the platform.
In the legal filing submitted to a US district court in Texas, X asserted that Media Matters “manipulated” the social media platform. The claim suggested that Media Matters used accounts solely dedicated to following major brands or users associated with producing fringe content. Additionally, it alleged that Media Matters engaged in continuous scrolling and refreshing of the feed until it discovered ads adjacent to extremist posts.
Media Matters’ report, as per the lawsuit, distorted the typical user experience on X “with the intention of harming X and its business.”
Media Matters has not promptly responded to a request for comment following the lawsuit.
In an interview with Reuters earlier on Monday, Angelo Carusone, the president of Media Matters, contradicted X’s claims of implementing safety measures to prevent ads from being displayed next to harmful content. Carusone argued that if one searches for white nationalist content, ads are indeed prevalent, indicating that the claimed protective system is not functioning as purported.
X contended in the lawsuit that ads for IBM, Comcast, and Oracle were only juxtaposed with offensive content for a single viewer, identified as Media Matters.
“Data triumphs over manipulation or accusations. Don’t fall for manipulation. Support X,” shared Linda Yaccarino, X’s CEO, on Monday.
Ken Paxton, the Texas attorney general, announced on Monday that his office is initiating an investigation into Media Matters. He expressed deep concern about the allegations that the group manipulated data on X.
Since Elon Musk acquired Twitter for $44 billion in October 2022, a continuous stream of advertisers has abandoned the platform, citing concerns over Musk’s controversial posts and staff layoffs focused on content moderation.
The platform’s US ad revenue has reportedly witnessed a decline of at least 55% year-over-year each month since Musk took over, as previously reported by Reuters.
In a note to employees on Sunday, Yaccarino mentioned that while some advertisers temporarily halted their investments after the report’s release, the company has been transparent about its efforts to combat antisemitism and discrimination.
