When Elon Musk acquiredTwitterpour44 billion dollars, many advertisers unexpectedly fled the platform and stopped purchasing advertising space on it. The richest man on the planet's approach to content management and moderation is primarily to blame. The fact that Elon Musk advocates total freedom of expression on the platform did not suit them.
At the same time, Apple andDisneyremained faithful toTwitterand continued to broadcast their ads. And this, despite pressure from more than 40 civil rights groups, urging them to suspend their advertisements. Following this,Elon Musk thanked the two firms during a conference, recalling at the time that ads are the main source of income for the social network.
Especially since after the acquisition ofTwitter, the boss ofTesladecided to delist the company from the stock market. Since then, the social network has become [X], and pressure against Apple continued, notably from the ADL, which is an organization fighting anti-Semitism in the United States. Elon Musk also attributes the majority of revenue losses to them.X].
Constant pressure from the ADL
Over the months, we felt that Apple's support for [X] has become fragile. Already last September, Tim Cook had announced during an interview that the broadcast of advertisements on [X] was at the heart of the debate within Apple. He declared thatthe platform was important to him, and that he appreciated the fact that we could debate freely there,even if he doesn't like certain aspects, notably the anti-Semitism which is sometimes present there.
The mistake that cannot be forgiven
On November 15, Elon Musk responded favorably to a post that allegedly accused Jews of encouraging “hatred against white people". His response was: “You told the exact truth.» A few words that the man must now bitterly regret in view of what it caused.
Following his post,the White House reacted, accusing him of maintaining a conspiracy theory often relayed by the far right. Going so far as to accuse him of making a “abject promotion of anti-Semitic hatred". A gathering of 164 rabbis and Jewish activists also stepped up their call for big advertisers to stop their activities on [X] following Elon Musk's publication.
Apple finally gives in to pressure
Axiosreported today that Apple wouldvery recently stopped purchasing advertising space on the social network, in the same way asMicrosoft,Disney, but also the European Commission.
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By : Keleops AG
