Nine civil society organizations have filed a complaint against X, alleging violations of the Digital Services Act related to targeted advertising practices. These groups, including AI Forensics and European Digital Rights, claim that X's advertising functionalities enable the use of sensitive personal data linked to users' political views, religion, and health conditions. Evidence from AI Forensics highlighted that various corporations conducted ad campaigns on X targeting sensitive categories. Concerns have been raised regarding potential discrimination and violations of users' rights, prompting calls for a regulatory investigation into these practices.
The findings emerged from evidence collected by AI Forensics through an investigation of X's Ad Repository, a public database set up by companies under DSA rules. The research claimed major corporations such as Shein, McDonald's and Total Energies ran ad campaigns on the platform that targeted or excluded users based on engagement with sensitive keyword categories.
AI Forensics also identified that Brussels Signal, a media outlet tied to European right-wing parties, ran ads aimed at users engaging with keywords related to far-right political content, a move seen as an attempt to sway civic discourse.
In a joint statement, the organisations expressed 'deep concern' regarding the findings, stating that the sensitive user information used in X's advertising practices 'can reveal deeply personal aspects of an individual's identity', leading to an 'increased risk of discrimination, harm and violations of users' fundamental rights'.
The group urged EU regulators and Digital Services Coordinators to launch an investigation, emphasising that 'platforms operating at the scale and influence of X must be held to the highest standards of compliance.'
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