Advertisers Plan to Withdraw from X in Record Numbers
A record number of companies are planning to reduce their advertising on X, formerly known as Twitter, due to concerns over extreme content potentially harming their brand image. According to a global survey conducted by market research firm Kantar, a net 26% of marketers intend to cut ad spending on the platform in 2025, marking the largest pullback from any major global ad service. Only 4% of advertisers believe X provides sufficient “brand safety,” compared to 39% who feel secure advertising with Google, the report revealed.
“Advertisers have been steadily moving away from X for several years,” noted Gonca Bubani, Kantar’s global thought leadership director for media, adding that the platform’s unpredictability has left marketers uneasy. “It’s difficult to feel confident about your brand safety in that environment.”
Despite Elon Musk’s efforts to charm advertisers at Cannes Lions in June, where he took a more conciliatory approach, these attempts appear to have had little lasting impact. Concerns around brand safety have persisted, and recent legal battles have further complicated X’s relationship with advertisers. Last month, Musk sued an influential ad industry body, alleging a coordinated effort to “boycott” the platform by major brands such as Unilever and CVS.
In response to Kantar’s findings, a spokesperson for X emphasized that the platform now offers stronger tools for brand safety and analytics than ever before, citing validation from firms like DoubleVerify and Integral Ad Science. X’s “brand safety rate,” according to the spokesperson, stands at 99%.
However, since Musk’s $44 billion acquisition of X in 2022, several major brands, including Disney and IBM, have retreated due to concerns over content moderation and the company’s direction. Musk’s controversial comments have also alarmed advertisers, particularly following incidents related to antisemitism and hate speech, which led to a temporary halt in ad spending by several brands last year.
Kantar’s report, based on interviews with 1,000 senior marketers and 18,000 consumers across more than 25 countries, also revealed that X ranked outside the top 10 in both trust and innovation in advertising. Platforms like YouTube remain the preferred choice for marketers, while consumers show a preference for Amazon and TikTok.
Compounding these challenges, Brazilian President Luiz Inácio Lula da Silva criticized Musk earlier this week for promoting a “far-right agenda” under the guise of free speech. Brazil recently blocked X after Musk refused to appoint a legal representative in the country, escalating a dispute over misinformation and online regulation.
