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Top firm advises pausing Twitter ads after Musk takeover

It’s not simply Musk’s tweets which can be inflicting issues. Some analysts have seen a surge in hate speech and misinformation since he took over — together with a 500 percent increase in racial slurs, in keeping with the Network Contagion Research Institute, an unbiased heart that tracks on-line developments. And Twitter’s head of belief and security said they’ve removed 1,500 accounts that unfold hateful content material since Saturday.

It’s the sort of dramatic uptick that would drive profitable enterprise away. “When big advertisers leave over brand safety concerns, no one really wants the dubious honor of replacing them,” stated Nandini Jammi, co-founder of the watchdog group Check My Ads Institute.

Mediabrands — the media arm of the promoting behemoth IPG — despatched a letter to purchasers Monday instructing them to cease promoting on Twitter till Nov. 7, the individual stated. The group’s high-profile purchasers embrace American Express, Coca-Cola, Johnson & Johnson, Levi Strauss & Co., and Spotify and the corporate manages greater than $40 billion in advertising spend globally. The individual declined to touch upon whether or not any of the manufacturers have suspended ads but.

Katie Harbath, a former public coverage director at Facebook, stated Musk is now realizing how sophisticated it’s to handle a free movement of concepts and content material whereas guaranteeing advertisers stay on the platform.

“Welcome to this world. This is what we all told you this was going to be like,” she stated. “This is all mind-boggling to me. For somebody that is smart, to seemingly be so naive.”

Musk had beforehand advised advertisers he didn’t need the platform to change into a “free-for-all hellscape” and needed it to be “warm and welcoming to all.”

Mediabrands really useful its purchasers cease promoting on Twitter “until we have more clarity on Twitter’s plans for trust and safety and organizational capabilities to deliver on those commitments,” the individual stated.

The controversy rocking Twitter is drawing discover on Capitol Hill as nicely.

“Free speech does not include spreading misinformation to downplay political violence,” stated Senate Majority Whip Dick Durbin (D-Ill.), who is also chair of the Senate Judiciary Committee.

The Mediabrands’ outreach to purchasers got here the identical day that the Global Alliance for Responsible Media posted an open letter to Twitter — which referred to as for enhancing security on the platform for advertisers. GARM is a cross-industry initiative fashioned by the World Federation of Advertisers to deal with dangerous content material on digital media platforms.

Sarah Personette, Twitter’s former chief buyer officer, tweeted that she resigned on Friday. Earlier, she tweeted on Monday that Twitter takes its partnership with GARM “seriously,” whereas tagging Musk.

Also, on Tuesday, 40 civil society groups wrote an open letter to the CEOs of Twitter’s 20 prime advertisers — together with Amazon, Apple, Google and Meta — calling on them to cease promoting on Twitter globally if Musk continues to do issues that “undermine brand safety and community standards by gutting content moderation.”

Additionally, a dozen high-end manufacturers represented by luxurious promoting firm GroupM stated they needed to cease promoting on Twitter if Donald Trump rejoined the platform, GroupM advised the Wall Street Journal last Friday. General Motors also announced last Friday it additionally was briefly stopping promoting on Twitter.

Twitter didn’t instantly reply to a request for touch upon Mediabrand’s letter.

Alfred Ng contributed to reporting

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