Elon Musk's decision to allow "toxic content" on X has prompted significant advertiser backlash, with 26% planning to cut spending in 2025 amid concerns over brand safety.
Kantar's findings reveal that trust in X ads among marketers has dramatically dropped since Musk's takeover, going from 22% to just 12%, contrasting sharply with Google.
Despite the challenges, Kantar notes that consumer ad preference for X has "significantly" increased, indicating a dichotomy between advertiser concerns and user engagement on the platform.
Major brands like Disney, Apple, and IBM have ceased advertisement spending on X, reflecting widespread industry apprehension over content standards since Musk's leadership.
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