Apple follows IBM’s lead and suspends ads on X in response to Elon Musk’s incendiary comment, igniting discussions about antisemitism and business ethics.
All advertising on X, the website formerly known as Twitter, has been suspended by Apple. This move is reminiscent of one that IBM made, both impacted by a contentious exchange between Elon Musk, the owner of X, and an antisemitic message on the platform.
The reason behind the actions made by these tech companies may be connected to Musk’s support of a tweet that accused Jewish communities of inciting “dialectical hatred against Whites.” Jewish leaders have reacted strongly to this shift, and major firms like Apple and IBM have been forced to reevaluate their advertising strategy.
Countering Antisemitism on X
Executive Director of X Linda Yaccarino stressed the platform’s dedication to combating antisemitism in response to the escalating controversy.
Despite these claims, research published by Media Matters showed that far-right and antisemitic content was being presented alongside adverts from several corporations, including Apple, IBM, Amazon, and Oracle.
It is said that X has been attempting to demonetize this kind of content, but more is needed to tell how successful these attempts will be. There are concerns regarding the viability of the partnership between big advertisers and the platform, given the indefinite duration of Apple’s X advertising halt.
Before Musk’s takeover and his changes, Apple had momentarily decreased its Twitter advertising. This most recent step by Apple adds another level of complexity to the changing dynamics of social media governance and corporate responsibility, especially in light of recent moves by Musk.
Notably, Apple’s choice to stop advertising on X signifies a turning point in the current discussion concerning the confluence of social media, business ethics, and public debate.
