Elon Musk Assures Nervous Advertisers Twitter Won’t Turn Into a “Free-For-All Hellscape”

Billionaire Elon Musk assured nervous advertisers that Twitter will not become a “free-for-all hellscape” after he takes over the company, The Wall Street Journal reports.

Musk is set to complete his takeover of Twitter as early as this week.

Musk has been locked in a legal battle with Twitter after he offered to buy the social platform for $44 billion in April before reneging over what he called an underestimate of bots on the platform. Musk has since relented and offered to buy Twitter at the originally proposed price.

The judge overseeing the legal battle has said that she would schedule a trial next month if Musk doesn’t close the deal by Friday.

Twitter sent an email to some ad buyers announcing it is working to complete the sale by Friday and said advertisers will certainly have questions that Musk would “answer quickly.”

Advertiser concerns:

Advertisers are concerned about Musk’s publicly stated plans to weaken the platform’s content moderation policies.

Companies are also particularly concerned about Musk’s vow to reinstate former President Donald Trump’s Twitter account, which was indefinitely suspended after he incited the Jan. 6 Capitol riot.

Reinstating Trump’s account would be a “red line” for some brands, Kieley Taylor, global head of partnerships at GroupM, told WSJ.

About a dozen of GroupM’s clients have already told the agency to pause their Twitter ads if Trump’s account is reinstated

“That doesn’t mean that we won’t be entertaining lots of emails and phone calls as soon as a transaction goes through,” Taylor said. “I anticipate we’ll be busy.”

Musk reassures companies:

Musk in a statement said he was focused on creating a digital town square “where a wide range of beliefs can be debated in a healthy manner” but Twitter “cannot become a free-for-all hellscape, where anything can be said with no consequences!”

Musk vowed that the company would abide by all laws and be “warm and welcoming to all.”

He said Twitter aims to be a platform that “strengthens your brand and grows your enterprise.”


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