In October, X rolled out a new ad format that appeared to serve paid-for posts without labeling them as ads. Experts speculated that the posts might violate US laws against deceptive advertising. Today, the ad industry watchdog Check My Ads filed a petition with the Federal Trade Commission, asking that the regulator investigate X’s posts, which the complaint calls “inherently deceptive.”
Sarah Kay Wiley, policy and partnerships director at Check My Ads, says that inconsistent labeling around advertisements leaves users vulnerable to scammers.
“If those ads aren’t disclosed, I think you’re going to see scams just rise very rapidly on the platform,” she says.
Check My Ads’ complaint alleges that even if
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