In a startling turn of events, prominent companies such as Apple, Disney, and IBM have ceased advertising on X following a wave of controversy sparked by an alleged antisemitic post by the platform’s owner, Elon Musk.
This development unfolds against the backdrop of an ongoing investigation by a US group, Media Matters for America, which exposed advertisements appearing alongside pro-Nazi content on X.
Elon Musk, known for his association with Tesla and SpaceX, denies the antisemitic nature of his post and has issued a strong response to the advertising investigation, threatening legal action. Media Matters for America claims to have identified advertisements from renowned companies placed alongside content featuring Hitler quotes, Nazi praise, and Holocaust denial.
Musk, on Saturday, declared X’s intention to file a “thermonuclear lawsuit” against Media Matters, accusing the group of misrepresenting the platform’s user experience to undermine freedom of speech and mislead advertisers.
Adding fuel to the fire, Musk responded to a conspiracy theory accusing Jewish communities of promoting hatred against white people, describing it as “actual truth.” He later clarified that his comments targeted specific groups, such as the Anti-Defamation League (ADL), rather than the entire Jewish population. The White House swiftly denounced Musk’s endorsement of the post, condemning the promotion of antisemitic and racist hate.
The fallout from the controversy has seen IBM as the first company to pull its advertising from X, citing the unacceptable juxtaposition of its ads with Nazi content. Following suit, the European Commission, Comcast, Paramount, and Lionsgate have also withdrawn their ad dollars from the platform.
As criticism mounted over X’s handling of pro-Nazi content, Musk announced on Friday new measures to address “calls for extreme violence” against Israel. In a post on X, he stated that users employing phrases like “from the river to the sea,” deemed by the ADL as a coded call for Israel’s destruction, would face suspension from the platform. The ADL acknowledged Musk’s action as “an important and welcome move.”
X’s CEO, Linda Yaccarino, emphasized the platform’s commitment to combating antisemitism and discrimination, stating unequivocally that there is “absolutely no place for it anywhere in the world.” The situation remains fluid as the controversy surrounding X and Elon Musk continues to unfold. Stay tuned for updates on this developing story.
