On Nov. 17, Media Matters published a report alleging X was placing ads from major companies, like Amazon, NBA Mexico, and IBM, next to content promoting Adolph Hitler and white nationalism. However, an investigation revealed that the organization created multiple accounts, then used those accounts to follow 30 accounts similar to the ones they named in the report. Media Matters then refreshed the timelines over-and-over, causing between 13 and 15 times the number of ads to display for their three accounts than a normal social media user would see. Despite deploying this strategy, just 50 impressions of the content described in their article were displayed to their three accounts, out of more than 5 billion impressions served throughout the day, meaning X’s algorithm appears to effectively avoid racist content for advertisers. By Monday evening, Musk filed a lawsuit against Media Matters stating that the organization “knowingly and maliciously manufactured” images depicting X advertisers next to posts featuring “Neo-Nazi and white nationalist fringe content.” “Media Matters designed both these images and its resulting media strategy to drive advertisers from the platform and destroy X Corp.,” according to the legal filing. Now, Paxton’s office is investigating Media Matters for potentially fraudulent activity under the Texas Business Organizations Code and the Deceptive Trade Practices Act. “We are examining the issue closely to ensure that the public has not been deceived by the schemes of radical left-wing organizations who would like nothing more than to limit freedom by reducing participation in the public square,” Paxton wrote in a press release announcing the probe. As of the time of publication, Media Matters had not issued a statement regarding the legal actions. Linda Yaccarino, CEO of X, said in a statement posted to the platform: “If you know me, you know I'm committed to truth and fairness. Here's the truth. Not a single authentic user on X saw IBM’s, Comcast’s, or Oracle’s ads next to the content in Media Matters’ article. Only 2 users saw Apple’s ad next to the content, at least one of which was Media Matters. Data wins over manipulation or allegations. Don't be manipulated. Stand with X.”Texas Attorney General Ken Paxton has opened an investigation into nonprofit media watchdog Media Matters after the organization was allegedly caught in fraudulent attempt to siphon advertising revenue away from Elon Musk’s social media company, X.
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Editor's Note: A precious version of this article included an editorial reference to Media Matters as a "left-wing smear merchant." That characterization has been replaced with the non-profit's self-description as a media watchdog.
