Apple Inc. has joined a growing list of major companies in pausing advertising on X, formerly known as Twitter, following a controversial post by the platform’s owner, Elon Musk. The post, which Musk has defended, was widely criticized for promoting antisemitism. (via. Axios)

The move to pause advertising on X began with IBM, followed by Apple, Disney, Warner Bros. Discovery, Paramount, and Comcast/NBCUniversal. These companies, known for their significant advertising budgets, have expressed concerns about the platform’s content moderation practices under Musk’s leadership.

Advertisers’ decision to pause their campaigns on X reflects growing concerns about the platform’s direction under Elon Musk’s ownership. These concerns stem from Musk’s inconsistent and often controversial actions, including his reinstatement of previously banned accounts and his criticism of content moderation policies.

The pause in advertising spending could have a significant impact on X’s financial situation. Advertising revenue is a major source of income for the platform, and the loss of major advertisers could lead to financial difficulties.

In a statement released on Friday, the White House condemned Elon Musk’s endorsement of an anti-semitic theory on X.

We condemn this abhorrent promotion of anti-semitic and racist hate in the strongest terms, which runs against our core values as Americans.

White House spokesman

Elon Musk has responded to the criticism by defending his right to free speech and arguing that X will not become an echo chamber for any particular ideology. However, his comments have done little to assuage the concerns of advertisers and other critics.

Musk has responded to these threats by saying that X will begin filing lawsuits against those who are trying to stifle free speech on the platform. He has also accused these groups of being anti-free speech and of being part of a coordinated attack on him and his company.

The situation on X remains fluid, and it is unclear how the platform will address the issues raised by advertisers and critics. However, the recent pause in advertising spending is a strong indication that Musk’s actions are having a significant negative impact on the platform’s reputation and its financial outlook.