X’s depressing ad revenue helps Musk avoid EU’s strictest antitrust law

Following an investigation, Elon Musk's X has won its fight to avoid gatekeeper status under the European Union's strict competition law, the Digital Markets Act (DMA).

On Wednesday, the European Commission (EC) announced that "X does indeed not qualify as a gatekeeper in relation to its online social networking service, given that the investigation revealed that X is not an important gateway for business users to reach end users."

Since March, X had strongly opposed the gatekeeper designation by arguing that although X connects advertisers to more than 45 million monthly users, it does not have a "significant impact" on the EU's internal market, a case filing showed.

A gatekeeper "is presumed to have a significant impact on the internal market where it achieves an annual Union turnover equal to or above EUR 7.5 billion in each of the last three financial years," the case filing said. But X submitted evidence showing that its Union turnover was less than that in 2022, the same year that Musk took over Twitter and began alienating advertisers by posting their ads next to extremists' tweets.

Throughout Musk's reign at Twitter/X, the social networking company told the EC, both advertising revenue and users have steadily declined in the EU. In particular, "X Ads has a too small and decreasing scale in terms of share of advertising spend in the Union to constitute an important gateway in the market for online advertising," X argued, further noting that X had a "lack of platform power" to change that anytime soon.

"In the last 15 months, X Ads has faced a decline in number of advertising business users, as well as a decline in pricing," X argued.