Bad for the image: Swisscom and Switzerland Tourism start sulking on Elon Musk’s Twitter

Ever since Elon Musk took control of Twitter, the social network has been going through a period of turbulence. Many employees have been fired or have jumped ship, background checks are chaotic, and racist tweets have increased. These upheavals are taking their toll on advertisers’ image, and some big names like Chanel, Chevrolet, Dell, Ford, Heineken, HP, Linkedin, Facebook, Coca-Cola or Verizon have already turned their backs on the social network.

In an article published on Saturday, “20 Minuten” shows that large Swiss companies have also been cautious after the change in leadership. We learn that Swisscom has stopped advertising on Twitter until January. The phone operator says it is concerned, among other things, about the spread of fake news as Elon Musk has revised his posting criteria in the name of freedom of expression.

Swiss tourism is also turning away from the social network, fearing that content will be published in a negative context, we read on the 20 Minuten website. The company continues to publish so-called “organic” content, but sparingly and “choosing topics carefully.” Swiss tourism is also apparently considering phasing out tweets entirely for communication in the future.

UBS and Nestlé have not taken an official stand, even though the Vevey-based multinational has also stopped its Twitter ads, according to Handelszeitung. Other major Swiss companies such as Digitec Galaxus, Post Office, CFF or Axpo say they are monitoring the situation “closely” but do not confirm a strict boycott of Elon Musk’s advertising services.