Elon Musk’s grand plan to democratise Twitter (sorry, X) with paid blue checks is hitting a snag. And by snag, I mean the entire European Union (EU).
The EU recently dropped the bombshell, claiming that X’s paid verification system is pulling a fast one on users. They’re not mincing words either – they’re calling it downright deceptive.
Ouch.
Twitter verification
Remember when blue checks were the VIP passes of Twitter?
Only the crème de la crème got them – your Kim Kardashians, your CDC, and yes, even some journalists 🙋 (we’re not all fake news, you know).
But Musk, in his infinite wisdom, decided this was too ‘elitist’ and ‘corrupt.’
His solution? Let anyone with $8 to spare join the blue check club. “Power to the people!” he declared.
Unfortunately for Elon, the EU’s not buying it
From elite club to everyone’s party
They’re saying this pay-to-play verification breaches their Digital Services Act.
Why?
Because it “negatively affects users’ ability to make free and informed decisions about the authenticity of the accounts.”
The statement reads: “X designs and operates its interface for the ‘verified accounts’ with the ‘Blue checkmark’ in a way that does not correspond to industry practice and deceives users.”
In other words, if any Tom, Dick, or Harry can buy a blue check, how do we know who’s legit?
We’ve been saying this, though…
Lack of transparency at Twitter HQ
The EU says X “does not comply with the required transparency on advertising.” .
Instead, the social media giant puts in place “barriers that make the repository unfit for its transparency purpose towards users.”
The third strike?
X “fails to provide access to its public data to researchers in line with the conditions set out in the DSA. X prohibits eligible researchers from independently accessing its public data.”
READ: Facebook dominates SA’s social media landscape, X (formerly Twitter) on the decline
X marks the spot… for potential fines
If Musk can’t smooth things over with the EU, X could be looking at fines of up to 6% of its global annual turnover. That’s not chump change, folks.
X’s CEO, Linda Yaccarino, is standing her ground though. She argues that a “democratised system” is better than verification for just “the privileged few.”
It’s a nice sentiment, Linda, but tell that to LeBron James when he was being impersonated by a blue-checked faker.
EU’s crackdown
This isn’t just about X. It’s part of a larger crackdown by the EU on tech giants.
Apple, Microsoft, and Meta have all felt the heat recently. It seems the days of Silicon Valley’s Wild West are numbered – at least in Europe.
So, what’s next for X and its controversial blue checks? Will Musk back down or double down?
One thing’s for sure – this Twitter drama is far from over.
Grab your popcorn, folks. This is going to be interesting.
