Elon Musk’s advertising problem is getting worse
. General Mills and Audi confirmed on Thursday that they are pausing advertising on Twitter in the wake of Musk’s acquisition of the social media company, in the clearest sign yet of growing advertiser uncertainty about the future of the platform under new ownership. “We have paused advertising on Twitter,” Kelsey Roemhildt, a spokesperson for General Mills, told CNN in a statement, making it the first company that doesn’t compete with Musk’s Tesla to confirm such a move.
That creates a challenge for brands, which are sensitive to the types of content their ads run against, an issue made more complicated by social media. Most marketers bristle at the thought of having their ads run alongside toxic content such as hate speech, pornography or misinformation. The pauses also come days ahead of the US midterm elections, as many civil society leaders worry that misinformation and other harmful content could spread on the platform and create disruption.
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