In a legal battle that unfolded on Monday, the social media platform X, formerly known as Twitter, filed a lawsuit against Media Matters, an advocacy organization. The lawsuit comes in response to research conducted by Media Matters, which revealed that ads on X were displayed next to antisemitic content.
The controversy escalated after Elon Musk, the CEO of X, endorsed an antisemitic conspiracy theory in a post last week, sparking an exodus of advertisers. Major brands, including IBM, Apple, Warner Bros. Discovery, and Sony, announced a pause in their spending on the platform.
X has disputed the findings presented by Media Matters, arguing that they do not represent a typical user’s experience on the platform. Elon Musk, on Friday, threatened a “thermonuclear lawsuit” against Media Matters and its supporters.
The lawsuit, filed in the U.S. District Court for the Northern District of Texas, alleges that Media Matters intentionally sought to damage X’s relationships with advertisers. X’s lawyers claim that Media Matters manipulated the platform’s algorithms to create misleading impressions, asserting that the pairings of ads with inappropriate content were manufactured and rare.
Media Matters President Angelo Carusone dismissed the lawsuit as frivolous, stating that it was intended to bully critics into silence. He affirmed the organization’s commitment to its reporting and expressed confidence in winning in court.
Simultaneously, Texas Attorney General Ken Paxton announced an investigation into Media Matters for potential fraudulent activity.
Despite efforts by X to win back advertisers after Elon Musk’s acquisition of the company a year ago, his recent controversial post endorsing antisemitic content has led to a setback. Advertisers have been wary since Musk indicated a relaxation of content-moderation policies.
Elon Musk’s endorsement of a post accusing Jewish communities of promoting “hatred against whites” triggered condemnation from Jewish groups and a subsequent advertiser boycott on X. The White House criticized Musk’s remarks, leading top-tier brands to withdraw their ads from the platform.
Musk denied allegations of antisemitism in a post on X, stating that such claims were untrue and far from the truth.
In its lawsuit, X seeks a court order to compel Media Matters to take down its published research. Additionally, the company is pursuing unspecified monetary damages and lawyers’ fees.
Linda Yaccarino, CEO of X, defended the platform in a statement, emphasizing her commitment to truth and fairness. Yaccarino maintained that Media Matters’ research used a specific account to view ads next to antisemitic posts, and she urged users not to be manipulated, emphasizing the importance of standing with X.
During an all-staff meeting on Monday, Yaccarino focused on blaming Media Matters for the controversy, not addressing Musk’s endorsement of antisemitic content. She encouraged employees to be frugal in the face of decreased revenue due to the advertiser pauses and urged them to consider ways to generate more income for the company.
Yaccarino expressed her commitment to defending X and protecting free speech, urging employees to stand by the company’s values despite criticism. The chief executive did not shy away from discussing the financial challenges posed by the advertiser boycott and emphasized the need for fiscal responsibility.
As the legal battle unfolds, X faces the dual challenges of repairing its image tarnished by association with antisemitic content and addressing the financial implications of the advertiser boycott. The outcome of the lawsuit and ongoing negotiations with advertisers will play a pivotal role in shaping X’s future trajectory.