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More advertisers to flee X after recent Elon Musk lawsuit and riot comments
Elon Musk's antitrust lawsuit and controversial activity around the riots will push advertisers away from the platform, industry bosses said.
On Tuesday, Elon Musk’s X – formerly Twitter – filed a lawsuit against a marketing trade body and string of major advertisers including Unilever and Mars for an “illegal boycott” on the platform which – the claim said – violates antitrust legislation. Meanwhile Alex Wilson, a senior strategist at London agency Pitch, told City A.M. that whereas pre-Musk Twitter was once a good avenue for brands to insert themselves into the biggest conversations, its unregulated nature has made it hard for to convince his clients to part way with money on the site. In a WhatsApp messages seen by City A.M. between staff at one of the world’s largest ad buying agencies, one exec wrote: “[The lawsuit] coupled with Elon’s comments on recent riots… how any brand can even contemplate going near it is insanity.”
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