A record number of advertisers plan to pull back from X next year because of concerns over being associated with extreme content, in a new blow to Elon Musk’s hopes of turning round the finances of the social media group.
According to a global survey of industry executives by analytics group Kantar, a net 26 per cent of marketers planned to cut advertising spending on X in 2025, the biggest recorded pull back from any major global advertising platform.
Big brands have been withdrawing from X, formerly known as Twitter, since Musk’s $44bn takeover in 2022, citing the entrepreneur’s decision to loosen moderation of content in line with his free speech ethos. That has led to revenue declines while the company’s value has plummeted.
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