Pressure on Elon Musk grows as brands leave Twitter

“We have suspended ads on Twitter,” Kelsey Roemhild, a spokeswoman for General Mills, which includes the Cheerios and Häagen-Dazs brands, told AFP. “We will continue to monitor the development of the situation and evaluate our marketing spending,” she added. As of Friday, the day after Twitter was acquired by Tesla’s boss, automaker General Motors said it had temporarily stopped paying for ads on Twitter. The Wall Street Journal said Thursday that Mondelez International (the maker of Oreo cookies), Pfizer and Audi (Volkswagen) had made similar decisions. Advertisers, which account for 90% of the platform’s revenue, fear that the liberalization of content moderation rules advocated by Elon Musk will make the platform inhospitable. Most brands choose to avoid being associated with content without consent. Since Thursday, the libertarian entrepreneur has been trying to calm them down. He wrote them a letter, promising that Twitter would not become a “hellish” platform “where you can say whatever you want without consequences.” A collective of nearly 50 democratic and anti-disinformation associations has sent an open letter to 20 of the biggest advertisers on Twitter, including Coca-Cola, Google, and Disney, urging Elon Musk to be threatened with ending all ads on the platform if he pursues his plan to “undermine brand safety and community standards, including the elimination of content moderation.” (Belga)

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