Musk calling shots on X content explains advertiser exodus, former exec says

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Recently, Elon Musk has made it clear that he blames advocates speaking out about hate speech for plummeting ad revenue on X, the platform formerly known as Twitter. But today, Reuters published an exclusive interview with a former Twitter ad exec, AJ Brown, who seemed to push back on Musk's narrative.

The platform's former head of brand safety and ad quality suggested that X advertisers aren't just pulling back as a knee-jerk reaction to critics' claims that the platform has become increasingly toxic under Musk. Brown told Reuters that X shifting its content moderation policy to "limiting reach" of offensive content—rather than removing the content—"made it challenging to convince brands" that Musk's social media platform "was safe for ads."

"Helping people wrap their minds around the concept that violating a policy would no longer result in the removal of whatever was violating the policy, was a difficult message to communicate to people," Brown told Reuters.