European Social Media Company Focused on Digital Integrity Debuts at Davos

In a bold move to combat disinformation, a new European social media platform called W is preparing to launch with human verification at its core. The company aims to provide users with greater control over the information they consume while ensuring all accounts belong to verified human users.

W plans to release a beta version in February to a select group of 1,000 expert users who will test the platform and provide feedback for improvements. Following this initial phase, the company will announce media partnerships in the summer, with a full public launch expected by the end of the year.

Speaking to a crowded audience in Davos, incoming CEO Anna Zeiter explained the significance behind the company’s name. “The W stands for We, but also Who, What, When, Where, and Why. The logo consists of two letter Vs—standing for Values and Verification,” she said.

Zeiter, who is concluding her 11-year tenure as global Chief Privacy Officer and Vice President for Privacy, Data & AI at eBay, emphasized that the new platform is built on principles of “respecting privacy and freedom of speech” while addressing the growing concern over disinformation.

“We want to be different. We want to give back to the users, so that through the face verification process, they can govern their own data,” explained Zeiter, whose background includes work as a media, tech, and privacy lawyer in Germany.

A distinctive feature of the platform will be its approach to content algorithms. “Users will also be able to govern their own algorithms by choosing to stay in their own filter bubble, choosing to see a little more of what is going on in society, or choosing to see the full spectrum of posts and conversations on W,” Zeiter added.

The company has committed to housing 100 percent of user data on European servers owned by European companies, ensuring compliance with EU data protection laws. This marks a significant departure from current practices, where most Europeans’ social media data is stored on servers in the United States or China, potentially exposing it to foreign access or misuse.

W is also exploring the use of artificial intelligence to verify the accuracy of photos and text posts, as well as to validate users’ claimed credentials and expertise. The underlying philosophy is that social media conversations benefit from transparency about participants’ identities and qualifications.

Albin Kurti, Prime Minister of Kosovo, highlighted the importance of such initiatives for democratic processes. “The strength of democracy depends a lot on the truthfulness and quality of information,” he noted, adding that while the decentralization of information sources has positive aspects, it has also enabled disinformation campaigns.

Sandrine Dixon-Decleve, former Chair of the Club of Rome and strategic advisor to government and business leaders, emphasized Europe’s need for digital sovereignty. “Europe needs to understand we are heavily dependent on the USA, with 80 percent of our data held there on servers or in the cloud,” she stated. “Europe needs its own version of a digital sovereign state, and we need to do it fast.”

To ensure its independence, W has established a permanent structure that keeps it under European ownership and jurisdiction. The company cannot be sold to non-European entities, including Russian ones, and is designed to remain free from foreign political or commercial control.

Zeiter brings a diverse background to her role as CEO, combining experience in media, technology, business, and academia. Besides her executive role at eBay, she serves on the board of global gaming company Modern Times Group and advises female health tracking app Flo. She is also an honorary professor of Data, Privacy and AI law at the University of Bern.

As social media platforms face increasing scrutiny over their role in spreading misinformation, W represents Europe’s attempt to create an alternative that prioritizes human verification, data sovereignty, and user control.