Sep 29, 2023

Elon Musk Just Unintentionally Told Advertisers Why They Should Avoid X

Elon Musk standing in an X-shaped hole with a shovel

When the Daily Wire’s online audio interview with Elon Musk started, host Ben Shapiro accidentally left Musk on mute.

It probably would have been better for X if Shapiro kept him there because as soon as Musk started to talk, he made it clear to advertisers that their brands aren’t safe on X.

Here are seven times Musk, in his own words, showed just how brand unsafe X really is:

1) "A loud noise in the room scares advertisers"

2) "I think we should have … degrees of advertiser safety."

3) "There's a list, I think Chaya Raichik was pointing out, like testing the system. ... that list [of brand-unsafe keywords] needs to be trimmed. That's the sort of not safe for advertising list."

4) "One person's hate speech,” he said, “is another person's free speech."

5) "Russell Brand is not a bad guy" and "we're just sort of in the witch burning phase here."

6) "I think we're running out of conspiracy theories that didn't turn out to be true."

7) "Our current approach is […] you can say things that are hateful, hateful, but legal on the platform, but we're not going to recommend that to others. That's the current approach that we have."

Musk said “I think we're doing a pretty good job.” The advertisers fleeing X seem indicate otherwise: Despite X CEO Linda Yaccarino's recent claims, the Financial Times reported that the company's ad revenue in the U.S. is still down 60 per cent.

And with Musk’s own words showing he either doesn’t understand advertisers’ brand safety concerns or doesn’t care, why would they want to come back?

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