Stuff Group to stop sharing content to X (Twitter)

Stuff has announced it will stop sharing content to X (formerly Twitter), effective immediately.

The decision was made following growing concerns from Stuff about the amount of mis- and disinformation being shared on the platform, and the damaging behaviour on and enabled by X.

All Stuff brands including stuff.co.nz, and Publishing Mastheads brands The Post, The Press and Waikato Times will no longer post on X, with the exception of stories that are of urgent public interest – such as health and safety emergencies. Stuff will also publish these stories on Neighbourly, to reach communities fast and with hyper-local information.

CEO Laura Maxwell said in a message to all Stuff staff: “When Stuff returned to New Zealand ownership in 2020, we set growth in public trust as a key measure of success. Three years on, our mission is to grow our business through trusted storytelling and experiences that make Aotearoa New Zealand a better place.

“As a business we have made the decision that X, formerly known as Twitter, does not contribute to our mission.

“We are increasingly concerned about the volume of mis- and dis-information being shared on the platform, and the damaging behaviours we have observed, and experienced.

“So, as of today, we will stop sharing our content on X. An exception to this will be stories that are of urgent public interest, such as health and safety emergencies. We will also publish these stories on Neighbourly.”

She said that as a company that values truth and trust the platform will no longer be used as a tool for its journalists to gather news or share information with others.

This follows Stuff pausing its activity on Facebook in July 2020. This move was built on the decision to stop paid advertising on the platform following the live streaming and distribution of footage of the Christchurch mosque shootings.

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