Apple, Disney, IBM among corporates to suspend advertising on X

Major media and technology companies, including Disney, Lionsgate, Apple, IBM, and Warner Bros., have abruptly decided to stop running advertisements on X, formerly known as Twitter. Elon Musk, the owner of X, expressed agreement with an anti-Semitic statement on the microblogging platform, prompting this severe action. Significant questions concerning social media platform content moderation and the possible repercussions for brands linked to offensive or improper information have been brought up by the scandal.

Credits: Money Control

Apple’s Staggering Withdrawal

As of November 2022, Apple, a major X advertiser, had been one of the platform’s biggest spenders, contributing up to $100 million yearly, according to Bloomberg. Following allegations that its advertisements were shown next to tweets endorsing Adolf Hitler and the Nazis, the tech giant decided to halt its advertising. This action not only costs X money, but it also highlights growing concerns about the platform’s capacity to prevent brand adverts from running alongside inappropriate content.

Film Studios Follow Suit

Lionsgate, Warner Bros, and Comcast/NBCUniversal, major players in the film industry, have also announced a pause in advertising on X in the aftermath of the Musk controversy. A spokesperson for Lionsgate explicitly stated that the suspension of advertising was a direct response to Elon Musk’s recent anti-Semitic tweets. This collective stance by film studios reflects the industry’s growing apprehension about the potential negative impact on their brands due to association with inappropriate content on social media platforms.

Disney Joins the Exodus

Adding to the chorus of discontent, The New York Times reported that Disney, another heavyweight advertiser, is joining the advertising suspension on X. This move by Disney reflects broader industry concerns about maintaining a positive brand image and avoiding any association with potentially inappropriate content on the platform. The decision by these media and entertainment giants collectively sends a powerful message about the significance of responsible content moderation for advertisers.

Elon Musk’s Controversial Tweets

Elon Musk’s endorsement of an anti-Semitic conspiracy theory became the epicenter of this storm. Responding to a user on X who attributed the rise in online anti-Semitism to Jews and accused them of promoting “hatred against whites,” Musk reportedly replied, “You have said the actual truth.” This endorsement drew widespread condemnation and ignited concerns about the potential amplification of hateful narratives on social media platforms, prompting the involved companies to take swift action.

IBM’s Earlier Move and the Domino Effect

IBM, not directly associated with the entertainment industry but a significant advertiser, had already decided to pull its advertising from X on November 16. The move came in response to a report by Media Matters that identified IBM as one of several prominent companies whose ads were displayed alongside tweets promoting anti-Semitism. IBM’s early withdrawal acted as a catalyst, prompting other major advertisers to reassess their association with X, leading to the current wave of suspensions.

Possible Impact on X and the Advertising Landscape

The mass exodus of advertising dollars from X raises questions about the platform’s future and its ability to attract and retain major advertisers. With influential companies expressing their concerns about content moderation and brand safety, X may face increased pressure to implement more robust measures to prevent the display of inappropriate content alongside advertisements.

The impact of this move extends beyond X, serving as a wake-up call for social media platforms in general. Advertisers are becoming increasingly vigilant about where their content appears and are likely to demand stricter controls from platforms to ensure brand safety. This incident may usher in a new era of accountability for social media companies, compelling them to prioritize content moderation and establish more transparent advertising environments.


The move by large media and technology businesses to halt advertising on X in response to Elon Musk’s divisive comments highlights how crucial content control is becoming in the digital age. Social media platforms, including X, are forced to review their content moderation policies as advertisers look to protect their brands from being associated with harmful or improper information. This widespread withdrawal has far-reaching effects that go beyond simple economic ones; it represents a paradigm shift in how marketers interact with and demand transparency from internet platforms. The fallout from this scandal could significantly influence the direction of digital advertising in the future and force social media companies to give responsible content management top priority in order to maintain the confidence and support of advertisers.