Irish branch of publishing firm Mediahuis to sue X over fake articles in advertisements

The Irish branch of the publishing giant Mediahuis is suing social media site X, according to news outlet RTE. The social media platform allegedly published advertisements and sponsored messages with fake articles that were styled to look like those produced by the Irish Independent, a magazine owned by Mediahuis.

The Belgian media conglomerate owns several properties in the Netherlands, including De Telegraaf, NRC, and Privé. It is also the current owner of broadcasters, like Radio Veronica, SLAM!, and 100% NL.

Mediahuis Ireland wants to force X to delete the messages and to prevent X from infringing copyrights and trademarks, according to RTE. The media outlet is also seeking damage compensation and prevention from X infringing its copyright and trademarks.

Mediahuis Ireland said to RTE that they felt “forced to initiate” the proceedings because X had refused “to take proper measures to prevent the publication and promotion of fake ads by users of its platform.”

The advertisements are “harmful to the public” and make use of the reputation and brand recognition of the Irish Independent.

X has not responded to the matter, as of yet. X's website states that advertisers on the social media platform are responsible for their own advertising expressions.