As Elon Musk appears to be like for brand spanking new methods to earn cash from Twitter’s he’s going through a way more pressing downside: advertisers are fleeing the platform. Musk mentioned Friday that “Twitter has had a massive drop in revenue” resulting from advertisers’ considerations about content material moderation and different points raised by activists.
Quite a lot of main corporations have paused adverts in current days, together with GM, Audi, Pfizer, General Mills, Volkswagen and different huge names who’re cautious of potential adjustments to Twitter’s insurance policies in addition to the departure of prime executives. Industry teams have additionally expressed concern about model security beneath Musk, and The New York Times reported this week that “IPG, one of the world’s largest advertising companies, issued a recommendation … for clients to temporarily pause their spending on Twitter.”
On Friday, the NAACP joined different civil rights teams in calling for an advertiser boycott of the platform. “It is immoral, dangerous, and highly destructive to our democracy for any advertiser to fund a platform that fuels hate speech, election denialism and conspiracy theories,” NAACP President Derrick Johnson mentioned in a press release.
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It is immoral, harmful, and extremely damaging to our democracy for any advertiser to fund a platform that fuels hate speech, election denialism and conspiracy theories. Until actions are taken to make this a secure house, we name on corporations to pause all promoting on Twitter.
— Derrick Johnson (@DerrickNAACP) November 4, 2022
Advertisers’ pullback amid requires an advert boycott present simply how rapidly Twitter’s advert enterprise has deteriorated beneath Musk. It additionally comes barely every week after Musk tried to reassure the business he didn’t need to flip the platform right into a “free-for-all hellscape.” Twitter noticed a big spike in hate speech and racial slurs instantly following the information of Musk’s take over of the corporate. Twitter’s head of security later blamed the exercise on a coordinated trolling marketing campaign. But the exercise additional fueled the considerations of civil rights teams, prompting Musk to fulfill with civil rights leaders this week.
On Friday he appeared to blame the drop in advert income on most of the identical activists. “Twitter has had a massive drop in revenue, due to activist groups pressuring advertisers, even though nothing has changed with content moderation and we did everything we could to appease the activists,” he tweeted.
Twitter has had a large drop in income, resulting from activist teams pressuring advertisers, despite the fact that nothing has modified with content material moderation and we did every thing we might to appease the activists.
Extremely tousled! They’re attempting to destroy free speech in America.
— Elon Musk (@elonmusk) November 4, 2022
But a coalition of civil rights teams and activists rejected Musk’s characterization. During a name with reporters on Friday, they mentioned that Musk’s mass layoffs of Twitter workers, together with individuals who work carefully and security, undermine the commitments he made following their assembly.
“When you lay off almost 50% of your staff, including teams that are in charge of actually tracking, monitoring and enforcing content moderation rules, that necessarily means that content moderation has changed,” mentioned Jessica González, co-CEO of Free Press.
The group additionally raised considerations about Musk’s amplification of far-right conspiracies relating to the assault on House Speaker Nancy Pelosi’s husband; it additionally cited studies the now-CEO might chip away at present Twitter guidelines defending trans customers. “If Twitter doesn’t take rapid concrete actions that illustrate a real dedication to sustaining finest practices that defend customers that corporations then corporations is not going to assist with advert {dollars} and we’re seeing it occur in actual time,” mentioned GLAAD CEO Sarah Ellis.
