This week, the European Commission (EC) issued preliminary findings against X, accusing the platform of breaching the Digital Services Act (DSA) on several fronts. The alleged violations include a lack of transparency, misleading users through dark patterns, and obstructing access to data for researchers. If these findings are confirmed, X could face fines of up to 6% of its annual turnover and be required to implement corrective measures. In response, Elon Musk, the owner of X, has accused the EC of offering an illegal deal to censor speech in exchange for avoiding fines.
Our Channel Director, Chloe Singleton, shared her insights on this developing situation. According to Chloe, the ongoing controversy surrounding X, combined with its recent drop in global users and high-profile departures, paints a troubling picture for the platform. She notes, “Using blue tick verification to potentially deceive users raises significant ethical questions. While Musk's approach to verification might be seen as a democratising move, it also deepens the platform's credibility issues.”
Chloe acknowledges that X is embroiled in a series of controversies and legal battles, making it clear that the platform is unlikely to back down easily. “This is a fight X won’t back down from easily. With the EC also investigating other major platforms like TikTok and Meta for similar breaches, we might see further revelations about user deceit and transparency issues,” she adds.
In light of these developments, Chloe emphasises the need for digital marketers to remain vigilant. “This incident serves as a reminder of the importance of adhering to regional regulations, especially those concerning content moderation and user protection. Marketers should brace for increased scrutiny and be prepared to reassess their advertising strategies if the findings are confirmed.”
For those heavily invested in X for audience engagement, Chloe advises, “Ensure you are regularly engaging in social listening to monitor any trends that could impact your brand's reputation. Be ready to adjust your budget and strategies as needed.”
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