Tensions between Elon Musk’s X platform and the European Union have reached new heights after the social media giant blocked the European Commission from placing advertisements on its site. The move comes only days after the EU fined X a staggering €120 million (£105 million) for violating transparency and user-protection rules under the Digital Services Act (DSA).
The dramatic escalation began when Nikita Bier, a senior figure within X’s management team, publicly accused the European Commission of exploiting a loophole within the platform’s advertising system. According to Bier, the Commission attempted to promote a post about the fine using what he described as an “exploit” designed to artificially boost reach and engagement. He claimed that the EU institution had used a rarely activated account, taking advantage of a bug that allowed posts to appear as though they were videos—an approach he said misled users and manipulated the platform’s algorithm.
Bier stated that the tactic “had never been abused like this” and confirmed that X had removed the exploit. He further announced that the Commission’s advertising profile had been permanently blocked. “It seems you believe that the rules should not apply to your account,” he said in a statement directed at the EU regulator. “Your ad account has been terminated.”
The European Commission, however, firmly rejected accusations of misconduct. In a response to BBC News, a Commission spokesperson stated that the EU “always uses all social media platforms in good faith,” insisting that its actions complied with both platform rules and European regulations. The spokesperson added that the Commission expects all platforms to ensure their tools are legally compliant and applied fairly to all users—including government institutions.
The conflict stems directly from the EU’s decision to impose its first major penalty under the Digital Services Act, a sweeping regulatory framework designed to crack down on misinformation, deceptive practices, and harmful algorithms on large online platforms. Friday’s fine was issued after the Commission determined that X’s paid blue tick system was misleading, arguing that the platform was no longer performing “meaningful verification” of users despite charging for the badge.
The EU stated that X’s subscription-based verification “exposes users to scams, impersonation fraud, and manipulation by malicious actors,” adding that the platform has not provided the required transparency on political advertising nor granted researchers access to essential public data. Under the DSA, X now has 60 days to formally address the Commission’s concerns or face additional and potentially heavier penalties.
Elon Musk, never one to shy away from confrontation, responded with characteristic defiance. Shortly after the fine was announced, he posted that the EU “should be abolished,” amplifying a post from another X user who compared the bloc’s regulatory presence to fascism. Musk’s comments triggered widespread debate across political and diplomatic circles, with some US officials echoing his criticisms.
US Secretary of State Marco Rubio, along with leaders from the Federal Communications Commission (FCC), accused the EU of unfairly targeting American companies. “The days of censoring Americans online are over,” Rubio declared, framing the dispute as part of a wider ideological clash between US free-speech traditions and European regulatory oversight.
This latest confrontation represents only one chapter in a broader global struggle between X and international regulators. In Brazil, the platform was temporarily banned in 2024 after failing to comply with court orders to address misinformation and block accounts accused of manipulating public discourse. The ban was eventually lifted following a payment of 28 million reais ($5.1 million; £3.8 million) and additional commitments to the courts.
Elsewhere, the platform has faced fines and sanctions from various governments. Australia’s online safety regulator imposed a penalty of A$610,000 ($386,000; £317,360) in 2023 for failing to cooperate with investigations into anti–child abuse measures. Each of these cases forms part of a growing narrative suggesting that X is becoming increasingly resistant to external oversight, even as governments worldwide push for stronger digital security and online accountability.
The conflict with the European Commission, however, appears particularly significant. The Digital Services Act is one of the most ambitious regulatory frameworks in the world, representing the EU’s attempt to assert control over tech giants and reshape the digital environment for over 450 million citizens. For the EU, the enforcement of the DSA is crucial to maintaining public trust and protecting users from deceptive content, unsafe algorithms, and unregulated advertising.
For X, the stakes are equally high. The platform is still rebuilding its business structure following Musk’s sweeping changes, including the shift from free verification to a paid subscription model. Blocking the European Commission’s advertising capabilities may reflect an attempt to assert independence, but it also risks deepening the rift with regulators at a time when X is under intense scrutiny.
Ad accounts play a significant role in the platform’s ecosystem, allowing entities ranging from major corporations to government institutions to run targeted promotional campaigns, measure performance, and reach specific audiences. The termination of the European Commission’s ad account could complicate its ability to communicate official messages on the platform, including public notices, policy updates, and crisis communications.
As both sides dig in, analysts warn that the standoff could escalate into a broader political and legal conflict. If X refuses to comply with DSA requirements or continues to push back against regulatory oversight, the EU could pursue harsher sanctions, including service restrictions or substantially larger fines. Meanwhile, Musk’s increasingly aggressive rhetoric suggests that X may be preparing for a prolonged fight.
What remains clear is that the relationship between X and European regulators is entering one of its most strained periods yet. With debates around online safety, free expression, and platform accountability intensifying worldwide, the outcome of this clash could have far-reaching implications for the future of digital governance.
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