After learning that its advertisements were running next to pro-Nazi content on the ‘X’ platform, IBM announced that it was pulling its ads from the platform. Media Matters, a nonprofit watchdog group, raised awareness of IBM and other tech giants’ advertisements that were running alongside pro-Nazi memes and Hitler-promoting posts.
IBM issued an official statement saying, “We have immediately suspended all advertising on X while we investigate this completely unacceptable situation. IBM has zero tolerance for hate speech and discrimination.” Comcast, whose ads were also flagged by Media Matters, is reported to be looking into the matter, according to the Financial Times. Posts identified by Media Matters will no longer be monetizable, according to an X executive who told Engadget. Instead, they will be labeled as “sensitive media,” requiring users to click through a warning in order to view the content.
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The executive acknowledged that while it’s not an ideal placement for any ad, the particular post in question had only garnered about 8,000 impressions. It is unclear how much IBM’s decision to halt advertisements will affect other campaigns. Nonetheless, this move by another high-profile company distancing itself from the platform, even temporarily, deals another blow to the already beleaguered advertising business of ‘X.’
CEO Linda Yaccarino addressed the issue on the ‘X’ platform, stating, “Discrimination by everyone should STOP across the board,” without direct reference to IBM or Media Matters’ report. She emphasized ‘X’s efforts to combat antisemitism and discrimination, asserting, “There’s no place for it anywhere in the world — it’s ugly and wrong.
