The publisher of the Irish Independent, Mediahuis Ireland, has launched legal proceedings against X (formerly Twitter) over what it claims are fake advertisements featuring misleading content and unauthorized use of its branding.
The lawsuit follows multiple incidents in which faked articles using the Irish Independent’s branding, along with images of high-profile figures such as Tánaiste Simon Harris, have appeared as promoted posts on the platform.
Legal Action Against X
Mediahuis Ireland has filed High Court proceedings seeking orders to force X to remove the fraudulent ads and prevent further publication of similar content. The company also aims to prevent copyright and trademark infringement by the social media giant.
In addition to seeking injunctive relief, Mediahuis is also pursuing damages, arguing that X’s actions breach Irish and European legislation related to digital services, copyright, and defamation.
Mediahuis Ireland: X Has Failed to Act
In a statement, Mediahuis Ireland said it was “forced to initiate” legal action due to X’s “repeated refusal to take proper measures” against fake ads targeting users for financial fraud.
“These ads are deliberately targeting members of the public,” the company stated, using the reputation and brand recognition of the Irish Independent to lure victims.
“These ads are harmful to the public, and they risk damaging the trust and integrity of the Irish Independent that has been hard won through more than 100 years of commitment and diligence from its journalists and employees,” it added.
With the matter now before the courts, Mediahuis Ireland declined to comment further.
X’s Advertising Policies Under Scrutiny
X has yet to respond to the legal action, but according to its advertising help centre, the platform states that advertisers are “responsible for their X ads”, ensuring they follow all applicable laws and create “honest, safe, and respectful” advertisements.
Despite these guidelines, Mediahuis Ireland argues that X has failed to enforce them, allowing misleading and fraudulent ads to circulate.
A Test Case for Digital Responsibility?
Mediahuis Ireland is a subsidiary of Mediahuis, a multinational media group headquartered in Belgium. Its legal battle with X could set a major precedent for how social media platforms are held accountable for misleading advertising and brand misuse.
With growing concerns about fake news, scam ads, and digital fraud, the case may also put pressure on regulators to enforce stricter policies on online platforms.
