By Biz Carson and Kurt Wagner
Elon Musk’s platform, X (formerly Twitter), has delayed updates to its political advertising disclosure library, limiting transparency on political ad spending ahead of the 2024 U.S. presidential election. The platform last updated its library on October 25, deviating from its usual two-business-day refresh. Although X isn’t legally obligated to update this information, these disclosures have become expected as part of social media companies’ efforts to provide transparency in political advertising, similar to platforms like Meta.
The absence of timely updates has caused concerns among transparency advocates, especially as Musk has recently increased his political involvement. Musk’s super PAC, America PAC, has been funding ad campaigns to support Donald Trump’s election efforts, particularly targeting Pennsylvania—a swing state Musk considers vital for Trump’s campaign. America PAC reportedly spent $233,000 in advertising on X, primarily targeting Pennsylvania voters with incentivized engagement tactics. This spending strategy reflects a shift from America PAC’s previous focus on other states like Georgia and Nevada. Musk’s efforts in Pennsylvania have even drawn legal scrutiny from local officials concerned about potential election interference.
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X’s inconsistent disclosure timing contrasts with how tech companies responded after the 2016 election, when platforms like Facebook and Twitter were scrutinized for insufficient transparency on Russia-linked ads. Twitter initially launched its ads library in 2018 and banned political ads in 2019, but this was reversed after Musk took over in 2022.
Unlike broadcast stations regulated by the Federal Communications Commission, social media platforms have no strict federal requirements for political ad databases. However, the Federal Election Commission mandates disclaimers on online ads, even if it does not require databases.
Musk has amplified his support for Trump through high-profile events and promotions, offering cash incentives to petition signers in key swing states. His intensified activities, while unregulated by federal law, highlight the increasingly complex intersection of social media, politics, and influence.
