Several major tech companies, including Apple, Disney, and Warner Bros Discovery, have paused their online advertising campaigns on X, formerly known as Twitter, after owner Elon Musk made an antisemitic remark on the platform.
The companies’ decision came in response to Musk’s reply to an X post that accused “Jewish communities” of pushing “hatred against whites.”
“You have said the actual truth,” Musk wrote.
Major brands pull ads from X/Twitter over antisemitic posts
In response, Apple, and Disney have halted their X/Twitter ad campaigns, as first reported by Axios and The New York Times, respectively. Warner Bros Discovery, IBM, Paramount Global, and Lions Gate Entertainment have also suspended campaigns on the site.
An IBM spokesperson said that the company had “zero tolerance for hate speech and discrimination” and that it had “immediately suspended all advertising on X while we investigate this entirely unacceptable situation.”
The move comes as Musk faces growing criticism for his handling of X. Earlier this week, the site was accused of platforming antisemitism after it was revealed that ads from several major companies, including Apple and IBM, were being displayed next “to content that touts Adolf Hitler and his Nazi Party.”
Musk has also been criticized by White House spokesman Andrew Bates, who said that Musk’s remarks were “unacceptable” and “hideous.” Bates also accused Musk of repeating “the lie behind the most fatal act of Antisemitism in American history.”
The suspension of advertising by several major companies is a significant blow to X’s finances. The site relies heavily on advertising revenue, and the loss of these advertisers could have a major impact on its bottom line.
The controversy surrounding Musk’s remarks is just the latest in a string of controversies that have plagued X since Musk took over the company in October 2022. Musk has been accused of everything from firing employees without cause to reinstating the accounts of banned users.
It remains to be seen whether Musk will be able to weather this latest storm, but it is clear that his behavior is having a serious impact on X’s reputation and business.
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