Advertisers Get a Call‑out After Musk Unleashes the Ex‑President on Twitter
When Twitter’s new owner Elon Musk rolled back a ban on former President Donald Trump, civil‑rights groups weren’t just waving a flag – they were pulling out a whole toolbox. They asked brands to drop their ads as a stand‑up action, promising that the social platform’s safety guards were back in business.
Why the Outcry?
After the Capitol riot on Jan 6, 2021, Twitter had frozen Trump’s account to curb potential mob‑inducing posts. Now, after a weekend vote that tipped just enough in favor of a comeback, Musk lifted that ban. The move hit the company hard – 90 % of Twitter’s revenue runs off digital ad sales.
The Stop Toxic Twitter coalition – made up of Media Matters, Free Press, and several other watchdogs – says Musk promised advertisers a thoughtful policy refresh and a new content moderation council. Yet, as of Monday, that council remains a mirage.
Statements From the Front Lines
- Angelo Carusone (Media Matters) called it a “real breach” and slammed Musk for “lying from the beginning.”
- Jessica Gonzalez (Free Press) noted that within three weeks, Musk had “gone back on every promise” he made to civil‑rights leaders and advertisers.
- Twitter, after shedding a lot of its communications crew in the Musk takeover, took a straight‑forward silence—no comment at the time of the release.
- Musk, meanwhile, claimed that activist pressure had already cost the platform a “massive drop in revenue.”
Who’s Scrubbing Their Ads?
According to private talks and Pathmatics data, 51 of Twitter’s top 100 advertisers have paused their campaigns. These include big names like HBO and Mondelez before Musk took the reins. In the weeks after the layoffs, FinanceBuzz.io and Trendytowns edged to the top, but even they’ve reportedly cut back.
The coalition’s strategy is a faint echo of the “save the planet” call for brands to announce their pause publicly. They want advertisers to draw a big red line and stand up for online safety.
What’s the Plan Ahead?
If the remaining 49 advertisers don’t make a statement, the coalition might publicly name them this week. The hope is that by nudging brands into the spotlight, the pressure will accelerate a broader pause and perhaps prompt Twitter to reconsider its moderation framework.
What Twitter’s Table Looks Like Now
Musk’s June tweet announced that a slim majority agreed to bring back Trump’s account. The shift in advertising power is stark:
- Before the sale (late October) – HBO and Mondelez were the top spenders.
- After half Twitter’s staff were cut (Nov 10‑16) – FinanceBuzz.io and Trendytowns led the way.
- Between Nov 10‑16, the top 100 advertisers spent roughly $23.6 million on Twitter, a dip from the $24.2 million spent between Oct 16‑22.
So, while Twitter reels from the new ownership changes, activists are turning their fury into a public call to action. Will advertisers jump on the bandwagon or stick with the status quo? Fans of social media and civic accountability are waiting to see the next act in this drama.
