Friday, the EU slapped X with a €120 million fine (about $140 million) for violating the Digital Services Act (DSA). It was the first time that a company had been hit with a penalty for running afoul of the law. Elon Musk responded with his trademark tact and professionalism by posting “Bullshit” on X in response to the announcement from the European Commission. But that wasn’t the end, because just a day later Nikita Bier, X’s head of product, accused the Commission of abusing an exploit to boost the reach of the announcement and responded by shutting down its ad account.
According to Bier, the Commission had not used its ad account since 2021, but used a post format explicitly reserved for ads in its announcement of the fine against X. He claims that the Commission posted “a link that deceives users into thinking it’s a video and to artificially increase its reach.” (For the record, the post itself includes a video.)
The seemingly retaliatory revocation of the European Commission’s ad account is unlikely to materially change things for either X or the EU. If, as Bier claims, the Commission has not used its ad account since 2021, holding it hostage is unlikely to give X any leverage. And, while it can appeal the decision, X is currently still on the hook for the sizable fine. Plus, it must provide details for how it plans to address the “deceptive” use of verified checkmarks in the next 60 days, or face additional penalties.
