For someone who despises the advertising industry, Elon Musk has a way with viral slogans. At a New York Times event on November 29th the world’s richest man was asked how he felt about firms pulling ads from X, the social network he bought last year when it was known as Twitter. “If somebody’s going to try to blackmail me,” he replied, “go fuck yourself.” The “gfy” approach, as he dubbed it, may come naturally to billionaires. But it is bold for a company that last year made 90% or so of its revenue from ads. Those that have pulled ads from X include Apple and Disney, whose presence Mr Musk previously cited as evidence that X was a safe space for brands.
Advertisers are worried about unsavoury content on the platform. Since Mr Musk fired 80% of X’s staff, including many moderators, more bile seems to be leaking through the filters. Last month Media Matters for America, a watchdog, reported that ads for brands such as ibm had appeared alongside posts praising Adolf Hitler (X disputes this and is suing Media Matters).
