In a turn of events that came under sharp criticism from free-speech advocates and conservative watchdogs, social media firm, X, once dubbed as Twitter under the leadership of Elon Musk, is now found to be entangled in a binding alliance with Integral Ad Science (IAS). The latter, an ad-verification conglomerate notorious for its alleged “misinformation” tracking, has discernible ties with the Global Disinformation Index (GDI), a UK-based entity known to clandestinely provide advertisers with blacklists of right-leaning websites with the intent of undercutting them financially.

In this move, discovered by The Washington Examiner, X appears in stark contrast to Musk’s pronounced advocacy for free-speech rights. It’s worth recalling that Musk has previously disclosed documents – pegged as “Twitter Files” – from erstwhile Twitter head Jack Dorsey’s regime that seemed to expose the social media giant’s ploys in alignment with government bodies aimed at hushing conservative online platforms.

The decision to strengthen bonds with IAS stems from X’s pressing need to reassure brand safety in the wake of plummeting advertising revenue recorded in July, as revealed by Musk.

Notwithstanding, the partnership has raised eyebrows concerning the viability of Musk’s commitment to the freedom of expression.