Advertisers abandon X over extreme content

X has faced significant backlash from advertisers due to its lax content moderation and Musk's own controversial statements.

By  Storyboard18Sep 6, 2024 1:17 PM
Advertisers abandon X over extreme content
Kantar's report, based on interviews with 1,000 senior marketers and 18,000 consumers, found that X ranks outside the top 10 brands for trust and innovative advertising.

X faces a significant challenge as advertisers increasingly plan to cut spending on the platform due to concerns about extreme content. A Kantar survey found a net 26% of marketers intend to decrease spending on X in 2025, the largest pullback from any major global ad platform. Only 4% of marketers believe X ads offer "brand safety," compared to 39% for Google ads.

Advertisers have been moving away from X for years, and a turnaround seems unlikely. Kantar's Gonca Bubani noted that X's unpredictability and lack of consistent content moderation make it difficult to ensure brand safety. Despite Musk's charm offensive at Cannes Lions, his efforts to woo advertisers have been short-lived.

X has faced significant backlash from advertisers due to its lax content moderation and Musk's own controversial statements. Several major brands, including IBM, Disney, and Paramount, halted ad spending on the platform over concerns about antisemitism and hate speech.

Kantar's report, based on interviews with 1,000 senior marketers and 18,000 consumers, found that X ranks outside the top 10 brands for trust and innovative advertising. YouTube remains the preferred ad platform for marketers, while Amazon and TikTok share the top spot for consumers.

Brazil's recent decision to block X over Musk's refusal to appoint a new legal representative further highlights the challenges faced by the platform. The move escalated a feud over free speech and misinformation, demonstrating the growing concerns about X's content moderation policies.

First Published on Sep 6, 2024 1:17 PM

More from Storyboard18

How it Works

Sports AdEx up 7% in 2024 to reach Rs 7,989 cr: GroupM

Sports AdEx up 7% in 2024 to reach Rs 7,989 cr: GroupM

Advertising

Decathlon Sports India's ad expenses up 33% to Rs 87.49 crore in FY24

Decathlon Sports India's ad expenses up 33% to Rs 87.49 crore in FY24

Advertising

CCI Raids: AAAI's WhatsApp exit advisory could backfire, say experts

CCI Raids: AAAI's WhatsApp exit advisory could backfire, say experts

Brand Marketing

ChatGPT hits one million users in an hour as Ghibli maker free image generation goes live

ChatGPT hits one million users in an hour as Ghibli maker free image generation goes live

How it Works

CCI crackdown on major media agencies may spur advertisers' shift to 'hybrid in-housing'

CCI crackdown on major media agencies may spur advertisers' shift to 'hybrid in-housing'

Brand Makers

WPP drops Diversity, Equity, and Inclusion language amid political headwinds

WPP drops Diversity, Equity, and Inclusion language amid political headwinds

Brand Makers

WPP's Mark Read stresses on 'more efficient operations and strict capital allocation' amid market pressures

WPP's Mark Read stresses on 'more efficient operations and strict capital allocation' amid market pressures

How it Works

TV ad market down 6%, fewer ads, 12% brand drop cited: Report

TV ad market down 6%, fewer ads, 12% brand drop cited: Report