Should we give another chance to X?

Break-ups hurt. And you never know whether it was the right decision. Now that the European Commission has abandoned using X for advertising, we are looking at its future in the EU bubble. Should we give another chance to X and what are the alternatives? See us answer below.

What happened? X/Twitter ads – Commission temporarily suspends advertising

The European Commission has decided to stop advertising on social media platform X, owned by Elon Musk, over “widespread concerns relating to the spread of disinformation”. There has also been a dose of controversy about micro-targeting based on sensitive data usage in the ad campaigns on the platform.

In a note sent to all heads of service and directors general, the Commission’s Deputy Chief Spokesperson Dana Spinant said disinformation on X, especially in relation to the Israel-Hamas war, had led the institution to “recommend to temporarily suspend advertising on this platform until further notice to avoid risks of reputational damage to the Commission.” However, the European Commission will still utilise X to share news items and other information.

The Digital Services Act

Preceding this, Europe introduced sweeping legislation to battle the spread of harmful online content, the Digital Services Act, which went into effect for large online platforms on August 25. The legislation grants unprecedented authority to the EU’s executive branch, enabling it to assess whether major social media platforms are effectively monitoring their platforms. However, the bloc still has no capability to levy fines or other penalties on social media platforms for violations.

As a reminder, although Musk has publicly stated his intention to follow EU regulations, his actions have contradicted the bloc’s guidelines. X, during his leadership, has significantly reduced the number of content moderators, scaled back election integrity efforts, and opted out of an EU voluntary code of conduct designed to establish industry standards.

Our recommendation: Switch to other platforms for the time being

The future of the X/Twitter ads is still to be determined. In the meantime, we recommend switching to other advertising platforms. Especially LinkedIn, Google and Meta.  

LinkedIn offers very precise targeting options for most advocacy campaigns, while Google Display allows you to put your banner ads on multiple media websites, along with very precise targeting possibilities. Google also enables you to run ads on YouTube or directly on the Google Search engine results page. Meta allows you to reach your audience on Facebook and Instagram.

Let’s not rush things. Separate for a bit, try other options and then you can always attempt to get back.

If you need help with any of the above, feel free to contact us at hello@therightstreet.digital.

That’s right! There’s always more.

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