Pressure mounts for Elon Musk as brands walk away from Twitter

Many advertisers fear that the liberalization of content moderation regulations advocated by the new owner of Twitter will make the platform inhospitable

US agribusiness giant General Mills has suspended ad spending on Twitter, a further sign of advertisers’ concern over the platform’s new owner Elon Musk’s ambiguous view on moderating social media. contents.

“We have suspended advertising on Twitter,” confirmed Kelsey Roemhildt, a spokeswoman for General Mills, which includes the Cheerios and Häagen-Dazs brands.

“We will continue to monitor the evolving situation and assess our marketing spend,” she added.

90% of platform revenue

As of Friday, the day after the acquisition of Twitter by the boss of Tesla, the automaker General Motors had indicated that it had temporarily stopped paying for advertisements on Twitter.

On Thursday, the Wall Street Journal claimed that Mondelez international (the maker of Oreo cookies), Pfizer and Audi (Volkswagen) had made similar decisions.

Advertisers, who account for 90% of the platform’s revenue, fear that the liberalization of content moderation regulations advocated by Elon Musk will make the platform inhospitable. Most brands prefer to avoid association with non-consensual content.

Since Thursday, the libertarian entrepreneur has been trying to reassure them. He wrote them a letter promising that Twitter would not become a “hellish” platform, “where anything can be said without consequence”. But neither advertisers nor many NGOs seem convinced for the moment.

Leave a Comment