Ubisoft has recently joined a growing list of major companies, including Apple, IBM, Oracle, Disney, Paramount, Lionsgate, Comcast, NBCU, and Warner Bros, in putting a pause on its advertising on Twitter, also known as X, according to a report from Axios on Monday. The decision to suspend advertising on the social media platform comes amid rising concerns about unchecked antisemitic content on Twitter. Discovery had previously halted its ads on Twitter for similar reasons.
Ubisoft halts advertisements on Twitter
While Ubisoft has not officially disclosed the specific reason behind suspending its Twitter ads, the notable trend of billion-dollar firms withdrawing from the platform likely played a role in the game studio’s decision. The recent controversy surrounding Twitter escalated when Elon Musk, the owner of Twitter, endorsed a post widely criticized as antisemitic. Musk went on to further criticize the Anti-Defamation League, a nonprofit organization dedicated to combating antisemitism.
Media Matters, a U.S. media watchdog organization, published an article last week revealing that Twitter ads for various companies, including Apple, Bravo, IBM, Oracle, and Xfinity, were placed alongside pro-Nazi content. The report also highlighted Twitter ads for Amazon and NBC Universal appearing next to white nationalist hashtags. This revelation prompted several tech and entertainment giants to suspend advertising on the social media platform.
IBM, for instance, responded by stating, “IBM has zero tolerance for hate speech and discrimination, and we have immediately suspended all advertising on X while we investigate this entirely unacceptable situation,” as reported by the Financial Times. In response to the controversy, advertising executives have reportedly called for the resignation of Twitter CEO Linda Yaccarino, who previously worked at NBC. Yaccarino has publicly condemned antisemitism and discrimination.
Elon Musk’s endorsements sparks debates across Twitter
Elon Musk, who endorsed the controversial post on Twitter, denied allegations of antisemitism. Despite the growing backlash, Musk remains defiant. In response to claims that his tweets might impact advertising spending on Twitter, Musk asserted that any “fake advocacy groups” attempting “to suppress free speech” should be mindful of the consequences, emphasizing that “karma is real.” The move by Ubisoft to suspend Twitter ads aligns with a broader industry response to the presence of inappropriate content on the platform.
There have also been questions about Twitter’s ability to address and prevent such issues. As major corporations distance themselves from Twitter advertising, the platform faces increasing scrutiny and pressure to implement effective measures to curb the spread of hate speech and discriminatory content. The controversy surrounding Elon Musk’s endorsement of an antisemitic post and subsequent criticism of organizations dedicated to combating antisemitism further intensifies the challenges Twitter is currently navigating.
The outcome of these developments may have lasting implications for Twitter’s reputation and its ability to retain advertising partnerships with major companies in the future. In this complex landscape, the decision of prominent companies, including Ubisoft, to suspend Twitter ads underscores the gravity of the situation and highlights the industry’s demand for decisive action from social media platforms to ensure a safe and responsible online environment. The ongoing dialogue between advertisers, social media platforms, and regulatory bodies will likely shape the future of online advertising practices and the measures taken to maintain content integrity on these platforms.
