Lionsgate Entertainment Corp. has joined the growing list of companies suspending advertising on X (formerly Twitter) due to Elon Musk’s recent antisemitic posts.
The decision, effective immediately, comes in the wake of intense backlash against Musk for promoting and endorsing a post on X that glorified an antisemitic conspiracy theory.
Musk on Wednesday wrote “You have said the actual truth,” in response to an X post that claimed Jewish communities support “dialectical hatred against whites.”
IBM was the first major company to announce the suspension of ads on X, a move quickly followed by Lionsgate. Apple, another significant advertiser on the platform, reportedly suspended all advertising on X on Friday, according to Axios. The White House condemned Musk’s post, calling it “unacceptable to repeat the hideous lie behind the most fatal act of Antisemitism in American history at any time.”
A Media Matters report published on Thursday highlighted that X was placing ads from companies like IBM, Apple, Oracle, and Xfinity alongside content promoting antisemitic views. This revelation prompted swift action from advertisers.
Apple CEO Tim Cook had previously indicated concerns about advertising on X, stating in September that the company was evaluating its appropriateness due to Musk’s alleged promotion of antisemitism on the platform.
X CEO Linda Yaccarino attempted to address concerns by emphasizing the platform’s stance against discrimination. In a post on Thursday, Yaccarino stated, “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.”
This move by major advertisers raises questions about X’s advertising revenue and underscores the impact of Musk’s statements on the platform’s reputation. The suspensions come amid a broader conversation about social media responsibility and the role of platforms in curbing hate speech and misinformation.
UPDATE: Warner Bros. Discovery just pulled their advertising.