IBM has decided to suspend its advertising on X, formerly known as Twitter, after it was revealed that its ads were being placed next to posts praising Adolf Hitler and Nazism. The company expressed its complete dissatisfaction and deemed the situation “completely unacceptable”. X, on the other hand, denies intentionally placing brands next to such content. This incident comes shortly after X owner Elon Musk faced criticism for endorsing an anti-Semitic conspiracy theory on the platform.
The left-leaning watchdog Media Matters for America discovered that ads from IBM and other companies were appearing alongside posts that included Hitler quotes, Nazi praise, and Holocaust denial. According to X, one such pro-Nazi post was exposed to approximately 8,000 viewers. The list of other companies whose ads were placed similarly includes Apple, Oracle, Bravo, and Xfinity. The BBC has reached out to these companies for comment.
In response to this incident, IBM promptly stated that it has “zero tolerance for hate speech and discrimination” and has therefore suspended advertising on X while it investigates the matter further. X, in its defense, assured the BBC that ads are not intentionally placed next to extremist content. X also clarified that the accounts promoting Nazi ideals will not earn any money from advertising revenue and that specific posts will be marked as “sensitive media”. Chief Executive Linda Yaccarino emphasized X’s commitment to combat anti-Semitism and discrimination and called for universal agreement against discrimination.
Meanwhile, Elon Musk attracted controversy when he responded positively to a tweet accusing Jewish communities of promoting “hatred against whites” and featuring anti-immigrant sentiments. Media Matters argues that Musk’s tweet, which reached over five million people, endorses an anti-Semitic conspiracy theory called “white genocide”. This theory posits that Jewish people intentionally encourage immigration of “non-white” individuals to Western countries in order to bring about demographic change and ultimately eliminate the white race. Musk denies being anti-Semitic and clarifies that his comments were aimed at groups like the Anti-Defamation League (ADL) and other unspecified “Jewish communities”. ADL Chief Executive Jonathan Greenblatt responded, cautioning against the use of influence to validate and promote anti-Semitic theories, especially in a time when anti-Semitism is on the rise.
Elon Musk has a history of repeating conspiracy theories and criticizing social media watchdogs like the ADL for their critiques of his content moderation changes on X. While X claims to have implemented stronger brand safety measures compared to other social networks, external groups disagree with the platform’s evaluation. Earlier this year, Musk threatened to sue the ADL, accusing them of falsely accusing him and his platform of anti-Semitism. Although he has not followed through with the lawsuit, Musk has sued another research and campaign group, the Center for Countering Digital Hate.
Notably, Musk canceled his scheduled appearance at the Asia-Pacific Economic Coalition summit in San Francisco, citing a scheduling change as the reason for his absence.
This incident raises serious concerns about the placement of advertisements on social media platforms and the need for stricter content moderation to prevent the spread of hate speech and extremist ideologies. It also highlights the responsibility of companies like X to ensure that ads are not placed next to inappropriate and offensive content. Additionally, the incident calls for a reevaluation of the role and influence of social media platforms in society, especially regarding the potential impact of conspiracy theories and discriminatory narratives that can be amplified by influential figures like Elon Musk.
