- Threads launched in the US and UK in July
- Musk acquired Twitter in October 2022 for $44 billion
- The EU passed new content laws in November
Threads, the social media platform developed by Meta to challenge Elon Musk’s rebranded X, is now available in the European Union (EU).
The app first launched in the US, UK and several other markets in July, but was unable to do so in continental Europe because the service did not adhere to the EU’s strict privacy rules.
Now it has made the necessary changes to reach another potential billion users and step up its bid to take on X, the social network formerly known as Twitter.
Threads is one of several Twitter clones that have emerged since Musk’s takeover last year sparked a period of sustained chaos at the company.
The CEO of Tesla and SpaceX completed his $44 billion acquisition in October 2022, promising to make the company more efficient, promote free expression and develop an “everything” app beyond social media would expand into finance, commerce and video.
However, mass layoffs, cost-cutting measures and the introduction of paid verification have raised concerns among consumers and businesses about functionality, content moderation and commercial value.
Advertising revenue has fallen 54 percent since Musk took control of the company, which is now reportedly shifting its focus to SMBs after further upsetting several key brands in recent weeks.
X also faces a new challenge: it is the first company to be charged by the EU over alleged breaches of the Digital Services Act (DSA), which came into force last November. The DSA imposes additional obligations on major internet platforms and search engines to combat illegal content, including hate speech and disinformation.
The EU also alleges breaches of transparency obligations and misleading design, including the awarding of “blue checkmarks” that were previously used to verify the identity of a well-known organization or individual but are now available to anyone willing to subscribe to pay. There are also concerns that the crowdsourced nature of Community Notes is not a sufficient replacement for a full-fledged content moderation team.
If found guilty, X could be fined up to six percent of its global turnover – even if it decides to withdraw its services from the EU.
