Photo credit: arstechnica.com
The organization Media Matters for America (MMFA) claims that the social media platform X, previously known as Twitter, acknowledged that users might encounter ads placed next to extremist content based on their preferences and account history. MMFA argues that Elon Musk is attempting to shift the blame for advertising losses onto them, attributing these losses to decisions made after he assumed control of the platform. These decisions include diminishing content moderation teams, opting to de-amplify hateful content rather than removing it outright, and reinstating users who had previously been banned.
According to MMFA, Musk’s legal actions are aimed at recovering “hundreds of millions of dollars in lost advertising revenue,” asserting that the organization’s report inadequately detailed “which accounts Media Matters followed or how often it refreshed its feed.” This has led MMFA to compare the lawsuit to holding them responsible simply for their activity on the platform.
MMFA has already incurred significant expenses in defending against multiple lawsuits filed by X, contesting the choice of venues as inappropriate. They argue that if X suffers a defeat in California, it could face repercussions for filing litigation outside the terms of service-agreed venue.
The MMFA complaint describes the barrage of claims across various jurisdictions as excessively punitive, emphasizing that multiple legal battles hinder their ability to provide a solid defense. They highlight upcoming hearings in Singapore and Dublin scheduled for the near future, stating that such fragmentation of the legal process detracts from their resources and capacity to mount an effective defense.
Furthermore, the complaint suggests that MMFA should not be compelled to respond to X’s attempts to drag them into foreign courts when the proper forum for resolving disputes about the platform’s services has already been established.
X’s Ad Recovery Efforts Continue
At the start of 2025, X CEO Linda Yaccarino indicated that the advertising boycott affecting the platform was coming to an end. However, external data analyzed by sources such as Ars seems to contradict this assertion. Recently, Business Insider pointed out that although there appears to be a growth in the number of advertisers on X, the company’s ad revenue is still significantly behind the figures seen before Musk’s acquisition of the platform.
Source
arstechnica.com