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Advertisers boycott X after Elon Musk’s foul-mouthed rant

By Nithya Bose in Twitter/X News, posted December 1, 2023

Advertisers said they have no plans to return to X after its owner, Elon Musk, publicly swore at them and told them not to spend on the platform.

At least six marketing agencies said the brands they represent stand against advertising on X.

Some even suggest temporary pauses in advertising spending may evolve into permanent freezes due to Musk's remarks.

They say Musk's rant provides little incentive for a re-engagement with the platform.

Elon Musk's contentious relationship with advertisers dates back to his acquisition of Twitter last year.

Musk previously threatened "thermonuclear name & shame" against advertisers who suspended spending due to concerns about his plans to loosen content moderation rules on X.

Recent weeks witnessed over 200 advertisers pulling their spending on X.

It followed Musk's alleged endorsement of an antisemitic conspiracy theory - which he denied.

Companies have highlighted instances of ads appearing alongside pro-Nazi content on the platform.

X, which is heavily reliant on advertising revenue, faces the potential loss of up to $75 million this quarter as brands distance themselves.

The situation intensified when Musk made inflammatory comments against advertisers during the DealBook Summit in New York.

Musk accuses advertisers of "blackmail"

Despite Musk apologizing for the alleged antisemitic post and characterizing it as "foolish," he accused advertisers of attempting to "blackmail" him.

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Using explicit language, Musk bluntly advised advertisers not to advertise on X.

Efforts to mitigate the fallout came from X's CEO, Linda Yaccarino, who shifted the focus to Musk's apology and urged advertisers to return in a post on the platform.

However, skepticism remains among advertisers, with many viewing Musk as a risky partner.

Notable brands, including Apple, Disney, and IBM, have paused their campaigns on X.

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Others, like the National Football League and The New York Times's sports site, The Athletic, continue to advertise.

Despite Musk acknowledging the potential bankruptcy risk for X due to an extended advertiser boycott, he remained firm, suggesting that the public would blame brands, not him, for any failure.

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