Tensions between tech giant X and EU regulators have heated up, with the platform cutting off the European Commission’s advertising account just days after being hit with a €120 million fine under the Digital Services Act.
The move comes after a weekend of heated exchanges, with X’s Head of Product, Nikita Bier, accusing the Commission of exploiting an advertising tool to artificially boost a post announcing the very fine it had levied.
The Fine That Started the Fight
On Friday, the European Commission issued its first-ever fine under the EU’s Digital Services Act against X, totaling €120 million (approximately $140 million). Regulators took aim at two core features of the platform:
- The “Blue Checkmark” System: The EC declared X’s paid verification system “deceptive,” arguing it makes users vulnerable to impersonation and scams by no longer reliably denoting authentic, notable accounts.
- Advertising Transparency: The Commission found that X’s ad repository failed to meet the DSA’s requirements for transparency and accessibility, hindering research into online risks.
The commission gave X 60 days to address concerns about the checkmarks and 90 days to rectify ad transparency violations, warning of further penalties for non-compliance.
X owner Elon Musk swiftly denounced the fine on the platform, calling it “bullshit” and posting, “How long before the EU is gone? AbolishTheEU”.
X Retaliates with Account Termination
The conflict intensified over the weekend when X’s Nikita Bier fired back directly at the Commission’s account. Bier claimed the regulator had logged into a “dormant ad account” to use an exploit in X’s “Ad Composer” tool.
The goal, according to Bier, was to “post a link that deceives users into thinking it’s a video and to artificially increase its reach.” The post in question was the Commission’s own announcement of the DSA fine.
“As you may be aware, X believes everyone should have an equal voice on our platform,” Bier wrote. “However, it seems you believe that the rules should not apply to your account.”
As a result, Bier announced the termination of the Commission’s advertising account, later clarifying that the exploit “has never been abused like this” and has since been patched. X insists the action was related to this alleged rules violation, not retaliation for the fine.
The European Commission’s Response
A European Commission spokesperson defended its actions, stating the body “always uses all social media platforms in good faith.”
“The Commission is simply using the tools that platforms themselves are making available to our corporate accounts – this was the case with the ‘Post Composer’ tool in X,” the spokesperson told TechCrunch. “We expect these tools to be fully in line with the platforms’ own terms and conditions, as well as with our legislative framework.”
The spokesperson also noted that the Commission suspended all paid advertising on X in October 2023, a suspension that remains active. This suggests the dormant ad account was accessed not to buy new ads, but specifically to use the posting tool.
This public clash marks a new phase in the enforcement of the EU’s landmark digital regulations. It moves beyond a simple penalty into a direct, public struggle over platform rules and their application to regulators themselves.
The incident raises immediate questions about communication between major platforms and governing bodies, and sets a combative tone for future DSA enforcements. All eyes will be on X’s next steps to comply with the fine’s mandates and whether further penalties or platform restrictions will follow.
Maybe you would like other interesting articles?