Advertisers flee Twitter amid changes to app content policies

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Following the dismissal of more than half of the company's staff, the announcement of the charge for verifying accounts and the uncertainty about what will be able to post, the most important brands in the world began to suspend their advertising on the social network

Advertisers flee Twitter amid app content policy changes

A new challenge for Elon Musk in Twitter. (REUTERS/Dado Ruvic)

In response to the recent decisions of Twitter, some companies have chosen to suspend their advertisements on said social network while the operation panorama is clarified of the application in the future.

The layoffs of more than half of the company's staff, the announcement of the charge for verifying accounts and the uncertainty about what can be posted have made brands doubt their presence on the platform.

United Airlines, General Motors, Volkswagen, Audi, Pfizer, Ford, General Mills, Mondelez and Interpublic Group (CVS, Nintendo, Coca-Cola), are some of the firms that, for now, have suspended their advertising payments on the social network. The measure has generated, as Musk specified last week, losses of about 4 million dollars a day.

The National Association for the Advancement of Colored People (NAACP ) has been one of the defenders of leaving the network of the little bird, considering that the changes would be promoting misinformation and hate speech.

Derrick Johnson, president of the Association, who described the decision as correct of investment companies to stop their ads.

Advertisers flee Twitter amid app content policy changes

Derrick Johnson, NAACO President . (REUTERS/Yuri Gripas)

Johnson criticized Elon Musk for considering that he has breached the commitments madeduring a previous meeting with the NAACP.

“In our meeting, Elon Musk committed to doing his part to protect the integrity of this midterm election. But just a few days later, he fired Twitter employees who monitor election misinformation and disinformation,” the lawyer wrote on his official account.

Faced with this situation, the NAACP urged multiple companies to immediately stop their advertising investments on Twitter.

In this sense, Derrick Johnson warned that the NCAAP will seek that more companies join this measure to express their rejection of the “insecurity” that has prevailed on the platform since the arrival of Musk.

“We continue with our call to companies to to pause ALL advertising on Twitter. Hate speech and misinformation have skyrocketed since the Musk takeover,” he posted on his profile.

Advertisers flee Twitter amid app content policy changes

Advertisers and activist groups demanded that Elon Musk make a serious commitment to combating disinformation and hate speech ahead of the upcoming midterm elections in the US. REUTERS/Dado Ruvic/Illustration

It will be until the businessman “makes this a safe space” when advertisers could consider returning to the social network, Johnson said.

It should be remembered that in recent days, the tycoon blamed the activist groups for the resounding Twitter financial debacle and accused them of attacking free expression in the country.

< p class="paragraph">“Twitter has seen a massive drop in revenue due to activist groups putting pressure on advertisers, though nothing has changed with content moderation and we did our best to appease activists. Extremely messy! They are trying to destroy freedom of expression in the United States”, considered Elon Musk after the withdrawal of the first companies.

This same reduction in the assets of Twitter was the justification offered by the owner for the massive dismissal of personnel that would have affected about 3,700 workers, according to press estimates.

“Regarding the reduction of Twitter's workforce, unfortunately there is no other option when the company is losing over $4 million a day. All those who left were offered 3 months of compensation, which is 50% more than what is legally established”, Musk sentenced on November 4.

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