Top Brands Halt X Ads Amidst the Antisemitism Uproar Led by Elon Musk

Prominent corporations like Apple, Disney, and IBM have suspended advertising on X following an antisemitism controversy sparked by a post from X owner Elon Musk. This advertising pause gained momentum after an investigation exposed ads appearing next to pro-Nazi content on the platform. Media Matters for America flagged advertisements from high-profile firms alongside posts featuring Hitler quotes, Nazi praise, and Holocaust denial.

Responding to these concerns, X, previously known as Twitter, clarified that it does not intentionally place brands next to such content and is committed to combating antisemitism. Despite Musk denying antisemitism and threatening a lawsuit against Media Matters over the advertising investigation, criticism intensified following his endorsement of an antisemitic conspiracy theory.

IBM was the first to withdraw its advertising, deeming the alignment of its ads with Nazi content “completely unacceptable.” Subsequently, the European Commission, Comcast, Paramount, and Lionsgate followed suit. The Anti-Defamation League’s (ADL), a staunch critic of X’s content moderation, surprisingly commended Musk for taking steps against hate on the platform, specifically addressing coded calls for Israel’s destruction.

X CEO Linda Yaccarino emphasised the platform’s dedication to combating antisemitism and discrimination. Despite X’s claims of robust brand safety controls, external groups dispute this, suggesting an increase in hate speech under Musk’s leadership. Musk’s attempts to alter X’s reliance on ad revenue, including introducing a paid membership tier, have encountered challenges amid controversies and advertiser apprehensions.

The final outcome remains uncertain, with ad dollars serving as a critical component of X’s financial stability. Musk, who borrowed billions to acquire the platform, faces interest payments on those loans. While he strives to reassure advertisers, ongoing controversies and content moderation difficulties pose significant obstacles to building and maintaining advertiser relationships.