Following a significant backlash against the increase in racist content on the platform now known as X, advertisers drastically scaled back their ad spending. Elon Musk, facing financial pressure due to this exodus, attempted to reassure brands about content safety, but tests from Media Matters revealed serious shortcomings in these promises. In an unconventional move, Musk has sued Media Matters and several advertisers, threatening legal repercussions in a bid to secure ad revenue, while brands are still reluctant to spend as much as they did pre-Musk administration.
The advertising exodus from Twitter, now X, has forced Elon Musk to resort to legal threats against businesses to maintain ad revenues amidst a backlash over racial content.
Advertisers are reporting that they cannot place their ads without associating them with offensive content generated by X's users, leading to a financial bind for Musk.
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