After Elon Musk’s $44 billion purchase of the social media network, advertising juggernaut Interpublic Group has advised customers of its IPG Media Brands agencies to halt all paid advertising on Twitter for at least a week.
A person familiar with the situation claims that the company is advising its clients to wait for clarification on Twitter’s plans for trust and safety and to see whether Musk will be able to stop Twitter from turning into what he called a “free-for-all hellscape” before continuing to advertise on the social network.
Among the companies the agencies work with are CVS Pharmacy, Nintendo, and Unilever.
Requests for comments on the recommendation were not immediately answered by these businesses.
Ryan Barwick, a Morning Brew contributor, was the first to report on the advertising giant’s advice to IPG Media Brands clients, citing an email received by MAGNA, a member of the group and media intelligence company.
In one email, MAGNA allegedly warned clients that Twitter has not yet established direct, open lines of communication with each marketing agency and that “the current scenario is unpredictable and chaotic, and bad actors and risky behaviours thrive in such an atmosphere.”
GM, an automobile manufacturer, informed CNBC on Friday that it has temporarily stopped running ads on the site “to understand the direction of the platform under their new management.”
Just a few days after Musk’s takeover, the Twitter user experience is already undergoing dramatic changes.
Racist and other vile tweets had already started to inundate the social network at significantly greater rates than typical by the time Musk concluded the acquisition on October 28, according to research by the Network Contagion Research Institute and Dataminr, as reported by NPR. Bad actors on certain other platforms, most notably 4Chan, have pushed users to post and magnify racist epithets and other offensive slurs on Twitter. As a result, numerous famous users have left the service, and NBA star LeBron James has called them out for it.
Twitter’s chief of safety, Yoel Roth, has discussed how the firm is addressing issue in a number of threads on the social media platform. We’ve made real progress, eliminating more than 1,500 accounts, and the number of impressions on this content has almost completely disappeared, Roth stated on Twitter on Monday.
Musk vowed he would make “no major content decisions or account reinstatements” prior to the council’s meeting in a post last week that Twitter will be “creating a content moderation committee with widely different opinions.”
While he has not yet stated whether such a council has been constituted, Mark Finchem, the Republican candidate for Arizona secretary of state, recently had access to his account, which had been limited.
Finchem tweeted to Musk personally for assistance, and Musk replied on Twitter by stating that he was “looking into” the situation. Finchem is a well-known opponent of the 2020 election and a state lawmaker in Arizona. The lawmaker has come under heavy fire for tweeting anti-Semitic slurs and memes.
An inquiry for feedback from Twitter received no response.