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X, formerly known as Twitter, filed a federal defamation suit on Monday in Texas against Media Matters for America, accusing the media watchdog group of kicking off an advertiser exodus with a “harmful” article alleging the social network let top brands display ads near antisemitic and pro-Nazi posts. The liberal-leaning media observer allegedly curated a feed specifically with fringe accounts and those belonging to corporations like IBM, Comcast, Apple, and Oracle, then displayed screenshots of the unsavoury posts appearing near company ads in a critical article, according to the lawsuit. The Media Matters analysis, published last week, also alleges that X owner Elon Musk has increasingly begun a “descent into white nationalist and antisemitic conspiracy theories.” The lawsuit does not dispute that some top brands’ ads were featured near the inflammatory content. Rather, it suggests Media Matters gamed X to produce extremely unlikely pairings that are usually screened out by the service’s advertising tools, alleging that one harmful match appeared for “only one viewer (out of more than 500 million) on all of X: Media Matters.” “Not a single authentic user of the X platform saw IBM’s, Comcast’s or Oracle’s ads next to that content, which Media Matters achieved only through its manipulation of X’s algorithms,” the suit continues. “Media Matters created these pairings in secrecy, to manufacture the harmful perception that X is at best an incompetent content moderator (a harmful accusation for any social media platform), or even worse that X was somehow indifferent or even encouraging to Nazi and racist ideology,” the suit argues elsewhere. Media Matters told The Independent in a statement that its analysis of X and its content policies remains valid. “This is a frivolous lawsuit meant to bully X’s critics into silence,” Media Matters President Angelo Carusone said in the statement. “Media Matters stands behind its reporting and looks forward to winning in court.” Top executives at X have railed against Media Matters in recent days. “If you know me, you know I’m committed to truth and fairness. Here’s the truth,” Linda Yaccarino wrote on X on Monday. “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.” Mr Musk, meanwhile, called the organisation “pure evil” in an X post of his own. Outside of the disputed accuracy of the Media Matters report, Mr Musk has openly endorsed a right-wing conspiracy theory on X in recent days, prompting criticism that he’s fueling antisemitism. Last Wednesday, the billionaire X owner responded to a tweet echoing claims of the racist and often antisemitic “great replacement” theory, including that Jewish people were “flooding” America with “hordes of minorities” to promote “dialectical hatred against whites.” Mr Musk called the claim “the actual truth.” The theory referenced in the original post was among the hateful ideas directly referenced by the gunman who killed 11 people at a Pittsburgh synagogue in 2018, the deadliest antisemitic attack in US history. “At a time when antisemitism is exploding in America and surging around the world, it is indisputably dangerous to use one’s influence to validate and promote antisemitic theories,” Jonathan Greenblatt, CEO of the Anti-Defamation League civil rights group, which monitors antisemitism and other forms of extremism, wrote on X in response to Mr Musk. The White House also weighed in, alleging the tech CEO was contributing to the spread of “abhorrent promotion of antisemitic and racist hate.” “It is unacceptable to repeat the hideous lie behind the most fatal act of antisemitism in American history at any time, let alone one month after the deadliest day for the Jewish people since the Holocaust,” the White House said in a statement. The Independent contacted Mr Musk during the backlash against his response to the post and did not receive an answer. Amid the controversy, Mr Musk has alternatively defended X’s content policies and appeared to mock critics who allege the network is harbouring hateful content. Last week, he shared a clip of someone playing a video game level called “Echo of Hatred,” with the caption “defeating hatred is never easy.” “Clear calls for extreme violence are against our terms of service and will result in suspension,” he wrote elsewhere on X on Friday. This summer, a study from the Center for Countering Digital Hate alleged X failed to take down 99 per cent of a selection of hate content flagged by the group. The group alleged that “the platform is allowing them to break its rules with impunity and is even algorithmically boosting their toxic tweets.” Read More Musk's X sues liberal advocacy group Media Matters over its report on ads next to hate groups' posts Elon Musk and Trump aide want journalists jailed over X Hitler exposé IBM pulls ads from Elon Musk's X after report says they appeared next to antisemitic posts Dates and venues for three 2024 presidential debates announced 2024 polls: Three presidential debates revealed for next year Torso found washed up on New York beach could be missing Irish filmmaker: NYPD

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An adviser to former president Donald Trump, Elon Musk and Missouri Attorney General Andrew Bailey have called for journalists at Media Matters to be jailed over a report which sparked an antisemitism row on X. The row began after Media Matters reported that adverts from big brands including IBM, Apple, Oracle and Bravo were running next to pro-Hitler and antisemitic content on Mr Musk’s social media platform. The revelation prompted a series of major companies – including Disney, Apple and IBM – to pull advertising from X, while Mr Musk responded by threatening to file a “thermonuclear lawsuit against Media Matters and all those who colluded in this fraudulent attack on our company”. X executive Joe Benarroch also pushed back, saying that the research strategy used by Media Matters to uncover the content placed next to company adverts was not representative of how regular people use its platform. The organisation had followed accounts that posted the content, then refreshed the X timeline until adverts appeared, Mr Benarroch claimed. “50 impressions served against the content in the article, out of 5.5 billion served the whole day, points to the fact of how efficiently our model avoids content for advertiser,” he said in a statement posted to X. “Data wins over allegations.” Mr Trump’s adviser Stephen Miller, whose politics have been described as far-right, has now also waded into the drama on X, claiming the report was “fraudulent” and suggesting journalists at the left-leaning non-profit group had committed crimes. “Fraud is both a civil and criminal violation,” he said. Mr Musk responded to Mr Miller’s post, chiming in: “Interesting. Both civil and criminal.” AG Bailey also joined in, saying: “My team is looking into this matter.” The Independent has reached out to Media Matters for comment. The organisation previously called Mr Musk’s lawsuit “meritless” and “an attempt to silence reporting that he even confirmed is accurate”. “Musk admitted the ads at issue ran alongside the pro-Nazi content we identified. If he does sue us, we will win,” the non-profit said. Since Mr Musk’s $44bn acquisition of X closed last year, he has relaxed moderation policies on X and cut many staff involved with safety on the platform. An X spokesperson told The Independent the company did not intentionally place the adverts next to the posts from the antisemitic accounts, which have now been demonetised, meaning advertising can no longer run on their profiles. Since taking over the company, Mr Musk has come under fire on multiple occasions over content that promotes antisemitism. On Wednesday, Mr Musk, the self-described “free-speech absolutist”, sparked outrage when he said a post which promoted an antisemitic theory was “the actual truth”. A social media user had appeared to push the “great replacement” conspiracy theory on X, claiming that Jewish communities “have been pushing the exact kind of dialectical hatred against whites that they claim to want people to stop using against them”. “I’m deeply disinterested in giving the tiniest s*** now about Western Jewish populations coming to the disturbing realisation that those hordes of minorities that support flooding their country don’t exactly like them too much. You want truth said to your face, there it is,” the post added. Mr Musk’s responded by writing: “You have said the actual truth.” His response received praise from white nationalist Nick Fuentes – while prompting widespread backlash from dozens more online, with many accusing him of antisemtism. He later responded to the accusations of antisemitism, insisting “nothing could be further from the truth”. “This past week, there were hundreds of bogus media stories claiming that I am antisemitic. Nothing could be further from the truth,” he wrote. “I wish only the best for humanity and a prosperous and exciting future for all.” This came after an earlier scandal in the days after the 7 October Hamas attacks on Israel, where Mr Musk was forced to delete a post in which he amplified an account widely accused of antisemitism and promoted debunked videos as reliable sources of information about the attack. Last year, advocacy organisation the American Jewish Committee called on Mr Musk to apologise over a controversial post that made a satirical comparison between Canadian Prime Minister Justin Trudeau and Adolf Hitler. Mr Musk has previously insisted that he is “pro free speech” but against antisemitism “of any kind”. In September, he threatened to sue the Anti-Defamation League – a century-old NGO that describes itself as the “leading anti-hate organisation in the world” – after the organisation accused him of antisemitism. 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