NEW YORK (HPD) — General Mills and Audi on Thursday joined other major companies that have decided to suspend their ads on Twitter at a time when there are questions about how the social network will operate under new owner Elon Musk.
Spokeswoman Kelsey Roemhildt confirmed the decision Thursday by the Minneapolis-based maker of food brands such as Cheerios and Annie’s mac and cheese.
“As always, we will continue to monitor this new direction and assess our marketing spend,” he said.
For her part, Audi spokeswoman Whaewon Choi-Wiles said the German automaker will suspend its advertising on Twitter and “continue to assess the situation.”
Advertisers worry whether content moderation will remain as strict on Musk — a self-described “free speech absolutist” — as it has been, and whether staying on Twitter could hurt their brands.
Shortly before taking the helm of Twitter last week, Musk made a commitment to advertisers not to let Twitter become an “anarchic hell,” a sign there will still be consequences for violators of its anti-harassment rules. violence or misinformation related to elections and COVID-19.
But since then, some users have posted racial slurs and long-debunked conspiracy theories have recirculated, in an apparent attempt to see if the policies were still being implemented. The National Association for the Advancement of Colored People (NAACP) said this week that it has raised concerns with Musk about “the dangerous hate and conspiracy theories that have proliferated on Twitter” under the command. of the.
Last week, General Motors announced that it had temporarily suspended its ads on Twitter as it works to “understand the direction the platform is going to take.” GM noted that pausing was a normal step it takes when a social media platform goes through significant change.
IPG Mediabrands sent out a recommendation to its clients on Monday to stop advertising on Twitter for a week until there was more clarity about brand safety on the site, according to a person who had seen the recommendation.
About 90% of Twitter’s revenue comes from advertisers, but it’s nowhere near the top platforms advertisers turn to for digital marketing.
Twitter will account for 0.9% of global digital ad spending in 2022, according to Insider Intelligence projections. Meta will represent 21.4% in that period.