IBM, EU and Lionsgate pull ads from Elon Musk’s X as concerns about antisemitism fuel backlash

Advertisers are fleeing social media platform X over concerns about their ads showing up next to pro-Nazi content and hate speech on the site in general, with billionaire owner Elon Musk inflaming tensions with his own tweets endorsing an antisemitic conspiracy theory.

IBM said this week that it stopped advertising on X after a report said its ads were appearing alongside material praising Nazis — a fresh setback as the platform formerly known as Twitter tries to win back big brands and their ad dollars, X’s main source of revenue.

The liberal advocacy group Media Matters said in a report Thursday that ads from Apple, Oracle, NBCUniversal’s Bravo network and Comcast also were placed next to antisemitic material on X.

“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,” the company said in a statement.

Apple, Oracle, NBCUniversal and Comcast didn’t respond immediately to requests seeking comment on their next steps.

The European Union’s executive branch said separately Friday that it’s pausing its advertising on X and other social media platforms, in part because of a surge in hate speech. A spokesperson for Lionsgate confirmed Friday afternoon that the entertainment company has also suspended advertising on X.

Musk sparked outcry this week with his own tweets responding to a user who accused Jews of hating white people and professing indifference to antisemitism. “You have said the actual truth,” Musk tweeted in a reply Wednesday.

Musk has faced accusations of tolerating antisemitic messages on the platform since purchasing it last year, and the content on X has gained increased scrutiny since the war between Israel and Hamas began.

“We condemn this abhorrent promotion of Antisemitic and racist hate in the strongest terms, which runs against our core values as Americans,” White House spokesperson Andrew Bates said Friday in response to Musk’s tweet.

X CEO Linda Yaccarino said 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,” she tweeted Thursday.

Yaccarino, a former NBCUniversal executive, was hired by Musk to rebuild ties with advertisers who fled after he took over, concerned that his easing of content restrictions was allowing hateful and toxic speech to flourish and that would harm their brands.

“When it comes to this platform — X has also been extremely clear about our efforts to combat antisemitism and discrimination. There’s no place for it anywhere in the world — it’s ugly and wrong. Full stop,” Yaccarino said.

The accounts that Media Matters found posting antisemitic material will no longer be monetizable and the specific posts will be labeled “sensitive media,” according to a statement from X. Still, Musk decried Media Matters as “an evil organization.”