X (formerly known as Twitter)
X displayed a pinned topic under the “What’s happening?” sidebar for all users as part of a “timeline takeover.” In this takeover, conservative media nonprofit PragerU promoted the hashtag “#DETRANS” to advertise its new film, which explores the stories of individuals who regret gender-affirming care.
PragerU, despite its name, is not an academic institution but claims to aim at preserving American ideals. The organization has faced criticism for its skepticism about climate change and its downplaying of the historical realities of slavery. In a press release, PragerU highlighted its choice of X for this ad campaign, citing it as one of the least censored social media platforms following its acquisition by Elon Musk.
The film, touted as PragerU’s “most important” video, features young people who initially sought gender-affirming care but later regretted their decision. However, research shows that detransitioning is an exceptionally rare occurrence. A review of 27 studies from 2021, involving nearly 8,000 transgender patients, found that less than 1% of those who underwent gender-affirmation surgeries expressed regret.
Despite overwhelming evidence supporting the life-saving benefits of gender-affirming care and its low regret rates, right-wing figures continue to fuel fears around such care for LGBTQ+ individuals. In 2023 alone, state legislators have introduced over 400 anti-trans bills.
A spokesperson for GLAAD emphasized that “health care for transgender people is mainstream, best practice care supported by every major medical association and world health authority.” They criticized PragerU’s false and harmful propaganda, stating that it cannot stand against established facts and evidence. They also noted that X’s attempt to monetize such content demonstrates its desperation to recover losses since the change in ownership, as few credible advertisers want to associate with such content.
Linda Yaccarino, X’s CEO
PragerU’s ad campaign comes at a challenging time for X’s ad business. predicts profitability by 2024, reports indicate a 54% decrease in ad revenue from 2022 to 2023, with declining traffic and monthly active users according to Similarweb.
PragerU reportedly spent $1 million in total to promote the “DETRANS” documentary, with a portion allocated to the X “timeline takeover.” However, this prominent ad placement on X accounts for only a small fraction of the platform’s estimated annual advertising earnings.
Despite some pushback from X users, the company confirmed that PragerU’s advertisements do not violate platform guidelines. X explained that the video primarily focuses on transgenderism and doesn’t target trans people in a manner that would breach their policies. Additionally, X noted that since the imagery appears to be sourced from public platforms like TikTok or Instagram, the right to privacy policy may not apply in this case. Notably, this ad cannot be reported or flagged by users.
The documentary’s purpose includes soliciting donations for the nonprofit media group and gathering signatures for a petition aimed at protecting children from what PragerU terms “radical ideas about gender” and “transgender ideology.”
X stated its commitment to promoting freedom of expression on all topics within the bounds of the law. The platform aims to facilitate unbiased, safe, and transparent dialogue without taking sides or settling debates.
PragerU is also advertising its documentary on Meta and Google but in less prominent placements. The organization claimed it sought a similar “takeover” ad placement on YouTube but was denied, as political topic-related ads are ineligible to run on the YouTube Masthead.
Since Elon Musk’s acquisition of X, the platform has been influenced by his personal interests. Musk has exhibited a particular bias against the LGBTQ+ community, with instances of mocking transgender individuals and making changes to content moderation policies that reflect his personal positions. These actions have stirred controversy and concern among users and observers.
