Media Matters for America (MMFA) has a plan to potentially defuse Elon Musk's "thermonuclear" lawsuits filed so far in three cities around the world, which accuse the nonprofit media watchdog organization of orchestrating a very costly X ad boycott.

On Monday, MMFA filed a complaint in a US district court in San Francisco, alleging that X violated its own terms of service by suing MMFA in Texas, Dublin, and Singapore. According to the TOS, MMFA alleged, X requires any litigation over use of its services to be "brought solely in the federal or state courts located in San Francisco County, California, United States."

"X Corp.’s decision to file in multiple jurisdictions across the globe is intended to chill Media Matters’ reporting and drive up costs—both of which it has achieved—and it is directly foreclosed by X’s own Terms of Service," MMFA's complaint said.

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When X CEO Linda Yaccarino took the stage as a keynote speaker at CES 2025, she revealed that "90 percent of the advertisers" who boycotted X over brand safety concerns since Elon Musk's 2022 Twitter acquisition "are back on X."

Yaccarino did not go into any further detail to back up the data point, and X did not immediately respond to Ars' request to comment.

But Yaccarino's statistic seemed to bolster claims that X had made since Donald Trump's re-election that advertisers were flocking back to the platform, with some outlets reporting that brands hoped to win Musk's favor in light of his perceived influence over Trump by increasing spending on X.

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