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lon Musk has already had a volatile effect after taking control of Twitter, and at least one advertiser – one of Musk’s Tesla competitors – has paused advertising on the social media giant to take stock of the situation.
General Motors, which competes with Musk’s car company, announced it has ‘temporarily paused’ it’s paid advertising on Twitter.
However, the company said in a statement that they will continue to interact with Twitter’s customer care service.
Spokesman David Barnes said, ‘We are engaging with Twitter to understand the direction of the platform under their new ownership.’
GM might not be alone, as two ad execs told the New York Times Friday that their clients had indicated they might stop doing business with Twitter if former President Donald Trump were allowed back on the site.
Trump had his personal and professional accounts banned from Twitter after the Capitol riot on January 6, 2021.
The chief data and technology officer of IPG – one of the ‘big four’ ad agencies – Arun Kumar said their clients aren’t quite sure what to make of Musk’s purchase of Twitter, suggesting he might be a wild card no matter what he does.
He said: ‘The attitude is more or less just wait and watch. Advertisers still share the same concerns around content moderation that existed before, and, given the economic environment right now, any missteps and there will be quick reactions.’