Allegations of Ads Placed Next to Pro-Hitler and White Nationalist Content
The social media company X, formerly known as Twitter, has filed a lawsuit against media watchdog group Media Matters, claiming defamation. The lawsuit comes after Media Matters reported that X was placing ads for major brands next to pro-Hitler and white nationalist content.
The complaint filed in federal court in the Northern District of Texas accuses Media Matters of knowingly and maliciously manipulating images to show X ads alongside racist content and misleadingly presenting them as what “typical X users” see on the platform. The suit also names Media Matters senior investigative reporter Eric Hananoki as a defendant in the case.
Denial of Authentic Ads Placement
X Chief Executive Linda Yaccarino took to Twitter on Monday afternoon to address the lawsuit, stating, “Not a single authentic user on X saw IBM’s, Comcast’s, or Oracle’s ads next to the content in Media Matters’ article. Stand with X.”
Media Matters initially reported that ads from Apple, Bravo, IBM, Oracle, and Xfinity were being served alongside content supporting Hitler and the Nazi party. A subsequent report revealed more ads from major brands placed next to white nationalist content. Media Matters has previously highlighted ad placements next to Holocaust denial and 9/11 conspiracy theory content.
Ad Withdrawals and Threats of Lawsuits
The reports prompted major advertisers such as Disney, IBM, Apple, Warner Bros. Discovery, and Comcast to pause their advertising on X. Coincidentally, X’s owner, Elon Musk, publicly endorsed an antisemitic conspiracy theory blaming Jewish people for promoting immigration to disempower white Americans.
In response to the ad withdrawals, Musk threatened to file a “thermonuclear lawsuit” against Media Matters, accusing the group of attempting to undermine freedom of speech and mislead advertisers. In its complaint, X referred to Media Matters’ reporting as a “smear campaign.”
Media Matters President Angelo Carusone dismissed the lawsuit as a “frivolous” attempt to silence X’s critics. He stated that Media Matters stands behind its reporting and looks forward to winning in court.
Investigation and Concerns of Deception
Texas Attorney General Ken Paxton announced on Monday that his office would be launching an investigation into Media Matters for potential fraudulent activity. Paxton expressed a desire to ensure that the public is not deceived by what he referred to as the “schemes of radical left-wing organizations.”
Advertisers have been withdrawing from the X platform since Elon Musk’s acquisition of Twitter in October 2022. Musk’s restructuring of the company resulted in significant layoffs, particularly within the teams responsible for content moderation and user safety.
In August, Yaccarino had assured brands that they were “protected from the risk of being next to” toxic content and that the company was actively working to reduce risks for advertisers.
