Apple, one of the prominent advertisers on the X platform is set to halt its advertising activities on the platform, joining the ranks of other advertisers like Comcast/NBCUniversal, Disney, Warner Bros. Discovery, IBM, Paramount Global, Lionsgate, and the European Commission.
This decision comes in response to the platform’s failure to effectively moderate hate speech, specifically antisemitic content promoting conspiracy theories, praising Hitler, and dehumanizing Muslims and Palestinians, as highlighted by research from the Center for Countering Digital Hate.
Media Matters for America, a watchdog organization with left-leaning views, recently released a report highlighting instances where advertisements from major companies, including Apple, Bravo, IBM, Xfinity, and Oracle were displayed alongside content praising Nazi ideology on the platform X. Contrary to the report, X stated that it distorted the actual user experience and aimed to undermine freedom of speech and mislead advertisers.
In a statement on X, Elon Musk expressed his intent to file a lawsuit against Media Matters and all those involved in what he deemed a fraudulent attack on the company.
Musk has a history of legal action against nonprofits, including the Center for Countering Digital Hate and the Anti-Defamation League, accusing them of contributing to the strained relationship between X and advertisers.
In the face of the controversy, X stated that only one post was found to violate content policies and was immediately removed, contrary to the nine posts highlighted by Media Matters. While an account denying the Holocaust’s historical legitimacy seems to have been suspended, X did not take action against the posts describing Nazism as a “spiritual awakening” or praising white supremacist Nazi ideals.
X, now under the ownership of Elon Musk, is not only allowing such content to persist but is also seen amplifying hatred. Musk recently drew significant criticism for endorsing a post that echoed a violent antisemitic conspiracy theory reminiscent of the 2018 Tree of Life synagogue attack. The gravity of the situation prompted Apple to suspend its advertising on X, marking a significant move in response to the platform’s failure to address escalating concerns.
Despite efforts by X’s new CEO, Linda Yaccarino, to reassure advertisers, the situation appears to be deteriorating. Yaccarino, a former advertising executive at NBCUniversal, emphasized X’s commitment to combating antisemitism and discrimination. However, recent events suggest a disconnect between the platform’s assurances and its actual practices.
X’s advertising business has been shaky since Elon Musk assumed ownership last year. Musk’s controversial statements and actions, including entertaining antisemitic conspiracies, have alienated key revenue drivers. Even after addressing concerns with ad tech companies and appointing Yaccarino, the platform seems to struggle to regain advertiser confidence.
In response to Musk’s promotion of antisemitic content, the White House issued a statement condemning such actions. White House spokesperson Andrew Bates emphasized the unacceptability of perpetuating antisemitic lies, especially considering the recent surge in antisemitic incidents. This condemnation aligns with the broader societal stance against the promotion of hate speech and discrimination.
As X grapples with these challenges, the future of its advertising business remains uncertain. The decision by major advertisers like Apple to suspend activities on the platform shows the urgency for X to address these issues and restore faith among both advertisers and the public.
