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Ad wars: Elon Musk’s X sues nonprofit for lobbying against platform

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The X logo is seen on the top of the headquarters of the messaging platform X, formerly known as Twitter, in downtown San Francisco, California, U.S., July 30, 2023. —Reuters
The ‘X’ logo is seen on the top of the headquarters of the messaging platform X, formerly known as Twitter, in downtown San Francisco, California, U.S., July 30, 2023. —Reuters

Social media platform X, previously known as Twitter, Monday filed a lawsuit against an anti-hate speech nonprofit organisation, alleging it of lobbying against the platform and trying to talk advertisers out of investing in the social media.

US media reported earlier that X, owned by Elon Musk, had sent a letter to the Center for Countering Digital Hate (CCDH) and threatened to sue the non-profit for unspecified damages.

In response to that letter, lawyers for the CCDH accused X of “intimidating those who have the courage to advocate against incitement, hate speech and harmful content online.” They also said that X’s allegations had no factual basis.

The lawsuit stems from a media report published in July that stated findings from CCDH’s research saying that hate speech had increased towards minority communities on the platform.

X and its CEO Linda Yaccarino labelled the report false and said it was based on “a collection of incorrect, misleading, and outdated metrics, mostly from the period shortly after Twitter’s acquisition.”

In a blog post on Monday, X said the CCDH had gained access to its data without authorisation and accused it of scraping data from its platform, violating X’s terms.

It reiterated that the metrics contained in the research were used out of context to make unsubstantiated assertions about X.

The CCDH did not respond to a request for comment outside regular business hours.

X recently filed lawsuits against four unnamed entities in Texas and Israel’s Bright Data for scraping data.

Enters X

After 17 years with an iconic blue bird that came to symbolise the broadcasting of ideas to the world, billionaire Elon Musk renamed Twitter X and unveiled a new logo, marking a focus on building an “everything app.”

On Monday, a stylised white X on a black background became the new logo on Twitter’s website, though the bluebird was still seen on the mobile app.

Since taking over Twitter in October, Musk has said he envisions an app that could offer a variety of services to users beyond social media, such as peer-to-peer payments, an idea that mirrors the widely popular WeChat app in China.

The transformation is more simply a way for Musk to make his mark on the company, said Tom Morton, global chief strategy officer at ad agency R/GA. “Twitter’s changing name and logo has nothing to do with user, advertiser, or market issues. It’s a symbol that Twitter is Elon Musk’s personal property.

“He conquered the castle, now he’s flying his own flag.”

The new logo garnered mixed reactions from users and sparked confusion about what tweets would now be called, while marketing and branding experts said the rebrand risked throwing away years of Twitter’s name recognition.

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