Advertisers abandon Elon Musk’s X amid concerns over content and trust

More than a quarter of global advertisers are planning to reduce spending on Elon Musk’s social media platform, X (formerly Twitter), due to growing concerns over content and trust in the information shared on the platform, according to new research by data firm Kantar.

Since Musk’s $44 billion acquisition of the platform in October 2022, X has seen a steep decline in advertising revenue. Once heralded as a hub for “free speech,” the platform has struggled with controversies and advertiser dissatisfaction. Musk’s unpredictable behaviour and public statements, often shared with his nearly 200 million followers, have triggered a major pullback by advertisers wary of brand safety risks.