X has filed a lawsuit against media watchdog group Media Matters over research that showed ads on the social network appearing next to antisemitic content. The company’s owner, Elon Musk, promised to file a “thermonuclear lawsuit” against the organization last week following an advertiser exodus. In its complaint, X said Media Matters “knowingly and maliciously manufactured side-by-side images depicting advertisers’ posts on X Corp.’s social media platform beside Neo-Nazi and white national fringe content.” It added that the group portrayed the “manufactured images” as if they represented the typical user’s experience on the platform.
Media Matters didn’t exactly “manufacture” the images it used with its research. Based on X’s own investigation as it detailed in its lawsuit, the organization used an account older than 30 days to bypass the website’s ad filters to follow a set of users known to produce “extreme, fringe content” along with the biggest advertisers on the platform. The group then allegedly kept on scrolling and refreshing its feed to generate “between 13 to 15 times more advertisements per hour than viewed by the average X user.” X said the watchdog didn’t provide any context regarding the “forced, inauthentic nature” of the advertisements it saw. It also didn’t say why these accounts that are known to produce “extreme, fringe content” were monetized.
In a response to Media Matters’ research, X CEO Linda Yaccarino said “not a single authentic user on X saw IBM’s, Comcast’s, or Oracle’s ads next to the content in Media Matters’ article.” She added that “only two users saw Apple’s ad next to the content, at least one of which was Media Matters.” But Media Matters head Angelo Carusone retwee… (remaining text truncated)