Hyundai Suspends Advertising on X Over Brand Safety Concerns

Hyundai, the South Korean automaker, has paused its advertising on Twitter, now known as X, due to brand safety concerns. The company is in direct communication with the Elon Musk-owned social media platform regarding these issues. The decision comes after a Hyundai ad was placed next to an antisemitic and pro-Hitler post on the platform from a verified 'premium' account.

In response to the incident, Hyundai stated, "We have paused ads on X and are communicating with the platform to address brand safety concerns." The company's advertising agency failed to activate the available Brand Safety settings controls, leading to the ad placement. X has since suspended the antisemitic account for violating its policies, but reports indicate there are still many verified premium accounts on the platform sharing pro-Nazi content.

Hyundai is the latest company to pause advertising on X following Musk's public embrace of an antisemitic conspiracy theory in 2022. Since Musk acquired Twitter in October 2022 and reduced content moderation, advertisers have been fleeing the platform due to a sharp rise in hate speech, according to civil rights groups. Major companies like Disney, Warner Bros Discovery, and Comcast have also paused their advertisements on the site.

Why this matters: The incident highlights the ongoing challenges social media platforms face in addressing brand safety concerns and retaining advertisers. It also underscores the importance of robust content moderation policies to prevent the spread of hate speech and extremist content.

Musk has acknowledged the pervasive problem of antisemitism on the platform, but there are still significant issues with hateful content despite efforts to address it. Media watchdog Media Matters has previously found that corporate advertisements were being placed alongside antisemitic content on X. As the platform continues to grapple with these issues, it remains to be seen how it will balance its commitment to free speech with the need to create a safe environment for users and advertisers alike.

Key Takeaways

• Hyundai paused advertising on Twitter (X) due to brand safety concerns.
• Hyundai's ad was placed next to an antisemitic post from a verified account.
• Musk's acquisition of Twitter and reduced content moderation led to a rise in hate speech.
• Major companies like Disney and Comcast have also paused ads on the platform.
• The incident highlights the challenges of content moderation and retaining advertisers on social media.