US agribusiness giant General Mills has suspended ad spending on Twitter, a further sign of advertisers’ concern over new platform owner Elon Musk’s ambiguous view of moderating social media content. .
“We have suspended advertising on Twitter,” confirmed Kelsey Roemhildt, a spokeswoman for General Mills, which includes the Cheerios and Häagen-Dazs brands.
90% of platform revenue
As of Friday, a day after the Tesla boss’s takeover of Twitter, automaker General Motors had indicated it had temporarily stopped paying for advertising on Twitter.
On Thursday, the Wall Street Journal claimed that Mondelez International (the maker of Oreo cookies), Pfizer and Audi (Volkswagen) had made similar decisions.
Advertisers, who account for 90% of the platform’s revenue, fear that Elon Musk’s liberalization of content moderation rules will make the platform inhospitable. Most brands prefer to avoid association with non-consensual content.
Since Thursday, the libertarian businessman has tried to reassure them. He wrote them a letter promising that Twitter would not become a “hellish” platform, “where you can say anything without consequence.” But neither advertisers nor many NGOs seem convinced at the moment.
Source: BFM TV
