Here are the dozen brands that have paused ads on X amid ongoing crisis for Elon Musk’s platform

Introduction

In recent days, a growing number of major brands have halted their ad spending on X, formerly known as Twitter, due to concerns about antisemitism and hate speech on the platform. This advertiser exodus has dealt a significant blow to X, which was already struggling to regain the trust of brands after Elon Musk’s takeover last year. As a result, X is facing a deepening crisis, with both advertisers and users flocking to alternate platforms. In this article, we will explore the brands that have paused their ad spending on X and delve into the reasons behind their decisions.

The Initial Revolt

The advertiser exodus began when IBM suspended advertising on X after a report from progressive media watchdog Media Matters revealed that its ad had run alongside pro-Nazi content on the platform. This incident was further aggravated by Musk’s public endorsement of an antisemitic conspiracy theory in a post on X. IBM’s decision to pull its ads set off a chain reaction, prompting other major media brands such as Disney, Paramount, Comcast, Lionsgate, NBCUniversal, and CNN-parent Warner Bros. Discovery to follow suit.

The Growing List of Brands

Since the initial revolt, at least a dozen major brands have joined the ranks of those pausing their ad spending on X. Let’s take a closer look at some of these brands and their reasons for taking such action.

1. Fox Sports

Fox Sports, a prominent sports media brand, has decided to halt its ad spending on X. While they haven’t specified their exact reasons, it is likely due to concerns over the platform’s handling of hate speech and antisemitism.

2. Ubisoft

The popular video game publisher Ubisoft has also paused its ad spending on X. Like many other brands, they are troubled by the platform’s ongoing issues with hate speech and antisemitism.

3. Axios

Axios, a reputable news media company, is another brand that has chosen to suspend its ad spending on X. Their decision likely stems from the platform’s failure to address the concerns raised by advertisers regarding the placement of their ads alongside objectionable content.

4. TechCrunch

TechCrunch, a leading technology media property, has also joined the advertisers pausing their ad spending on X. They, too, are concerned about the platform’s inability to provide a safe environment for brands to advertise.

5. 11:11 Media

Paris Hilton’s media company, 11:11 Media, has decided to halt its ad spending on X. The move highlights the widespread concern among advertisers about the platform’s association with hate speech and antisemitism.

6. Apple

Reports from multiple news outlets suggest that Apple has withdrawn its ad spend on X. While the company has not publicly stated its reasons, it is likely linked to the ongoing controversies surrounding hate speech and antisemitism on the platform.

7. National Football League (NFL)

Despite expressing concerns about hate speech directly to X leadership, the National Football League (NFL) has not pulled its spending from the platform. This decision sets them apart from other major advertisers who have chosen to distance themselves from X.

8. Other Advertisers

In addition to the brands mentioned above, numerous other advertisers have decided to remain on X despite the concerns surrounding hate speech. These advertisers may have alternative strategies in place to mitigate the risks associated with the platform.

X’s Response and Reassurances

In response to the growing advertiser exodus, X has called on its advertising partners to help protect what it refers to as “freedom of speech.” The platform has filed a lawsuit against Media Matters, accusing them of misrepresenting the likelihood of ads running alongside extremist content. X has also made the pro-Nazi accounts identified by Media Matters ineligible for monetization, preventing ads from being displayed on their pages. Additionally, CEO Linda Yaccarino has emphasized the company’s brand safety controls that aim to prevent ads from appearing alongside objectionable content.

However, these measures have done little to reassure advertisers about the platform’s overall safety. The pro-Nazi accounts identified by Media Matters and other far-right and white supremacist accounts remain active on X. Furthermore, Musk’s reinstatement of some of these accounts after his takeover raises questions about the platform’s commitment to combatting hate speech and antisemitism.

The Impact on X and Alternate Platforms

The ongoing crisis for X has dealt a severe blow to the platform’s reputation and advertiser relationships. As a result, X is facing a significant challenge in attracting brands back to its platform. Concurrently, growing numbers of X users are exploring alternate platforms as they seek a safer and more inclusive social media experience. The White House’s recent move to Threads, a competitor of X owned by Meta, has provided a boost to the alternate platform.

Conclusion

The advertiser exodus from X has created a deepening crisis for the platform, which was already grappling with issues related to hate speech and antisemitism. Major brands, including Fox Sports, Ubisoft, Axios, TechCrunch, and Paris Hilton’s 11:11 Media, have all paused their ad spending on X due to concerns about the platform’s association with objectionable content. While X has taken some steps to address these concerns, it has yet to fully reassure advertisers and users about the platform’s safety. As brands continue to seek alternative platforms, X faces an uphill battle in regaining their trust and rebuilding its reputation.

Disclaimer: The information presented in this article is based on publicly available sources and does not reflect the views or opinions of the author.