X, originally known as Twitter, was launched in 2006 by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams. It quickly became a global hub for real-time communication and social interaction. However, the platform’s acquisition by Elon Musk in 2022, the world’s richest person, marked a pivotal turning point. Musk introduced sweeping changes, emphasizing minimal content moderation and an uncompromising approach to free speech, often at the expense of moderation and respect for diverse communities.
Controversies under Musk's Leadership
One of Musk’s most debated changes was the introduction of subscription fees for features that were previously free. The “X Premium” subscription (formerly Twitter Blue) charges users for perks like verification badges, longer posts, and increased visibility. Critics argue that this creates a two-tiered system, undermining inclusivity and organic engagement. Many users claim that X’s algorithms now prioritize content from paying subscribers, which diminishes its original appeal as a platform for open and democratic expression.
Advertiser Exodus
Musk’s relaxation of content moderation policies raised concerns about brand safety, prompting major advertisers to pause or scale back their campaigns. Despite offering lower ad rates and new tools, X reportedly experienced a significant decline in ad revenue under Musk’s leadership. This decline highlights the tension between Musk’s vision of a free speech platform and the demands of advertisers, who require safer spaces to reach audiences without risking association with harmful content.
Allegations of Content Bias
Critics and analysts have debated allegations that Musk has suppressed posts critical of his leadership while amplifying content aligned with his personal or political viewpoints. While no concrete evidence has been presented to prove intentional manipulation, these claims have contributed to concerns about potential bias in the platform’s operations under Musk’s management.
Departures and Global Discontent
Many notable figures, including actor Jim Carrey and TV producer Shonda Rhimes, as well as media organizations such as NPR and PBS, have ceased activity on X, citing concerns over its policies and branding decisions. Advertisers like General Motors and Pfizer have also paused their campaigns, signalling discomfort with the platform’s direction.
This dissatisfaction is felt worldwide, with media organizations and public figures from Europe, Asia, Africa, and Australia scaling back their presence on the platform due to concerns such as increased hate speech, harassment, and misinformation.
Global Concerns and Actions
Brazil: In 2024, Brazil temporarily banned X in certain regions due to its failure to curb misinformation and hate speech. The country cited X’s non-compliance with local laws, including the Brazilian Internet Bill of Rights (Marco Civil da Internet), which mandates responsible content moderation.
India: The Indian government has pressured X to comply with local content regulations and swiftly act against harmful material. Stricter IT rules in 2024 further heightened tensions, with officials warning of potential legal action or bans.
Australia: Australia’s concerns with the X platform center on harmful content, misinformation, and the protection of minors online. The country has enacted strict measures, including laws requiring accountability for harmful content and banning social media access for children under 16 without robust age verification.
European Union: The European Commission has raised significant concerns regarding X’s compliance with the Digital Services Act (DSA). Preliminary findings suggest that X’s practices deviate from established norms in several areas. The platform’s blue badge verification system, which now allows users to pay for verification, has been criticized as deceptive and inconsistent with industry standards. European Commissioner Thierry Breton remarked that the system, once a marker of trustworthy information, now misleads users and infringes upon the DSA. Additionally, X has been accused of failing to ensure advertising transparency by not providing a reliable, searchable repository for advertisements. Furthermore, the platform is alleged to restrict independent researchers from accessing public data by prohibiting data scraping, a practice that contravenes the DSA’s requirements. These findings underline potential violations and raise questions about X’s adherence to EU regulations.
Turkey: X has restricted access to over 100 accounts belonging to Turkish journalists, activists, and media organizations operated by exiled journalists, marking another instance of the platform’s compliance with censorship demands from the Turkish government, according to Turkish Minute.
Musk's Response to Criticism
Elon Musk has remained defiant in the face of criticism regarding his management of X. At the New York Times DealBook Summit in November 2023, he bluntly addressed advertisers who had paused their campaigns, saying, “If someone is going to try and blackmail me with advertising, blackmail me with money? Go fuck yourself. Is that clear?”
In response to other countries’ bans and the global exodus, he frames his approach as a defence of free speech, portraying himself as an opponent of what he perceives as government censorship. However, his responses to international criticism underscore the inherent tension between championing open expression and managing the responsibilities of a global platform.
The Legal Battle with Advertisers
In August 2024, X sued several major companies, accusing them of unlawfully conspiring to boycott the platform, resulting in significant revenue losses. This lawsuit, filed in Texas, USA, underscores Musk’s increasingly contentious relationship with advertisers and could have long-term implications for X’s financial stability.
In this context, two questions arise: What does it truly mean for companies to have the democratic freedom to choose where and how to advertise, based on their internal strategies? And what would it signify if external forces, such as governments or platform owners, interfered with these decisions by pressuring companies to continue advertising on a particular place?
A Global Exodus
X’s transformation under Elon Musk has sparked intense debate about the balance between free speech and responsible content moderation. While Musk’s vision for an “everything app” seeks to redefine the platform’s purpose, the changes have alienated advertisers, governments, and users worldwide. The platform now faces significant challenges, including declining ad revenue, legal battles, and growing scrutiny from regulators.
As X navigates this turbulent landscape, its future will depend on whether it can reconcile Musk’s free speech ideals with the need to create a respectful, inclusive, safe and welcoming environment for global users and brands.
The Shift to Alternative Platforms
As dissatisfaction with X’s evolving policies continues to grow, many users, organizations, and public figures are increasingly turning to alternative platforms that align more closely with their values of responsible content moderation, responsible free expression, and a safer online environment. Platforms like Mastodon, Bluesky, Threads, and others are emerging as preferred spaces for those seeking more control, inclusivity, and ethical engagement in their digital interactions.
In response to these concerns, Orange Magazine ceased its activity on X as of December 31, 2024. We believe that transitioning to platforms more aligned with our values—such as inclusion, responsible journalism, free speech, and fostering healthy online discourse—is the right step forward. Likewise, the European Youth Press has also chosen to move to more ethical and safer platforms, reinforcing the growing trend of prioritizing values over convenience in the digital space.
The situation with X underscores the urgent need for platforms, users, advertisers, and governments to collaboratively establish clear boundaries between free speech and responsible content moderation. In an interconnected world, online platforms play a pivotal role in shaping global communication and societal values. The decisions made today will not only determine the future of online discourse but also influence whether these platforms can fulfil their potential as spaces for connection, inclusivity, and meaningful progress. It is imperative that stakeholders act thoughtfully to strike a balance that preserves freedom while protecting against harm.
