EMA abandons X in favour of rival Bluesky
![Bluesky logo](/sites/default/files/styles/x_large/public/2025-01/Bluesky_logo_1200x675.jpg?itok=xa5zXe7L)
The European Medicines Agency (EMA) has joined the hordes of users abandoning Elon Musk's X.com (formerly Twitter) and will instead post its updates on fast-growing rival Bluesky.
"EMA will no longer post updates and content on X. We believe the X platform no longer suits our communication needs," said the agency in a statement shared with Reuters. "After careful consideration, the Agency has decided to open an account on Bluesky," it added.
The agency said it would retain its X account, however, if only to "avoid any attempt of impersonation and to be able to continue listening to conversations pertaining to public and animal health topics."
X is still a massive social media force, with the number of active users in the hundreds of millions, although, there has been a major decline since Musk took over the platform in 2022, with reports of a mass exodus in the wake of Donald Trump's election victory last year that has been attributed to Musk's support of his campaign.
Bluesky has become the main port of call for people who are concerned about X becoming a conduit for misinformation, and hate speech – often billed as 'free speech' – and allegations that the site's algorithms are being manipulated to suit Musk's own agenda. It has seen a surge in sign-ups to reach around 30 million users.
EMA's decision follows others by other prominent organisations and individuals – including celebrities with massive followings on X, such as author Stephen King and actor Mark Hamill, the European Federation of Journalists (EFJ), news outlets NPR and The Guardian, pharma company Eli Lilly, and health insurer UnitedHealth Group.
It's worth noting that an X account used to be a must for a fledgling biotech start-up seeking to tout its big ideas to investors and the public. Now, it's become a rarity, with most preferring to use only LinkedIn, where there is less politicised content.
The EMA's move also comes as Musk has been stepping up political campaigning in Europe with support for populist, right-wing political parties, including Reform UK and the AfD in EU member state Germany, which echo his own views on immigration.
Last week, he posted on X: "From MAGA to MEGA: Make Europe Great Again!", leaving his determination to agitate on the European political scene in little doubt.