Why IBM decided to pull its ads from X
Monthly US ad revenue at X has declined over 55% year-over-year since Musk took over in October 2022. (Photo Credits: Getty Images)
IBM, a multinational technology and consulting company, has suspended all advertising on X, the platform owned by Elon Musk (formerly known as Twitter).
This decision comes after IBM's advertisements were displayed alongside content promoting Adolf Hitler and the Nazi Party.
What
- IBM halted its advertising on X due to its ads being associated with posts praising Adolf Hitler and Nazism, considering this alignment "completely unacceptable."
In response, X claimed that it does not intentionally place brands alongside such content, stating that the cited content by Media Matters would no longer profit from its posts, as reported by Reuters.
Media Matters for America, a left-leaning watchdog, reported instances where ads from IBM, Apple, Oracle, and Comcast's Xfinity appeared alongside content containing Hitler quotes, Nazi praise, and Holocaust denial.
Other ads from IBM, Apple, Oracle, and Comcast's Xfinity were also placed alongside antisemitic content.
X has been placing ads for brands like Apple, Bravo (NBCUniversal), IBM, Oracle, and Xfinity (Comcast) next to posts touting Hitler and his Nazi Party. Linda Yaccarino previously claimed brands are “protected from the risk of being next to” toxic posts. https://t.co/h07Q4yI5X0 pic.twitter.com/EYauJaofXv
— Eric Hananoki (@ehananoki) November 16, 2023
Notably, one pro-Nazi post, accompanied by an IBM ad, received approximately 8,000 views, according to X's statement to the BBC.
- IBM promptly ceased all ads on X and reiterated their stance against hate speech.
- Meanwhile, X emphasized that ads are not intentionally positioned near extremist content, and accounts promoting Nazi ideologies won't benefit from advertising.
- They plan to label specific posts as "sensitive media."
Elon Musk had previously discussed anti-Jewish ideas, but X did not directly address these incidents.
You have said the actual truth
— Elon Musk (@elonmusk) November 15, 2023
CEO Linda Yaccarino's statement urged an end to discrimination, a stance she believes everyone should support.
X’s point of view has always been very clear that discrimination by everyone should STOP across the board -- I think that's something we can and should all agree on. When it comes to this platform -- X has also been extremely clear about our efforts to combat antisemitism and…
— Linda Yaccarino (@lindayaX) November 16, 2023
In response to criticism on X about targeting Jewish individuals, Musk accused the Anti-Defamation League (ADL) of being behind the advertising decline without substantiated evidence.
The ADL unjustly attacks the majority of the West, despite the majority of the West supporting the Jewish people and Israel.
— Elon Musk (@elonmusk) November 15, 2023
This is because they cannot, by their own tenets, criticize the minority groups who are their primary threat.
It is not right and needs to stop.
ADL CEO Jonathan Greenblatt highlighted the danger of validating antisemitic theories amidst the global rise in antisemitism, emphasizing the need for caution and responsibility.
At a time when antisemitism is exploding in America and surging around the world, it is indisputably dangerous to use one's influence to validate and promote antisemitic theories. #NeverIsNow pic.twitter.com/vVlyOeoS5x
— Jonathan Greenblatt (@JGreenblattADL) November 16, 2023
Since Musk's acquisition of X, reports suggest advertisers have departed due to reduced content moderation, resulting in a surge in hate speech, according to civil rights groups.
Reuters reported a substantial monthly decline of over 55% in US ad revenue at X year-over-year since Musk's takeover in October 2022.