A wind of uncertainty has been blowing on Twitter since the official takeover of the platform by Elon Musk.
If the billionaire has indicated that he wants to set up a paid certification, on the grounds in particular that “advertising revenues alone do not pay the bills”, the social network could in fact be deprived of part of these famous revenues.
Advertisers, who account for 90% of the platform's revenue, fear that the liberalization of content moderation regulations advocated by Elon Musk will make the platform inhospitable.
Most brands prefer to avoid association with non-consensual content, and more and more of them are stopping investing in the social network.
Häagen-Dazs, Pfizer and Audi no longer pay for ads
As of Friday, the day after the acquisition of Twitter by the boss of Tesla, the automaker General Motors had indicated that it had temporarily stopped paying for advertisements on Twitter.
On Thursday, the Wall Street Journal claimed that Mondelez international (the maker of Oreo cookies), Pfizer and Audi (Volkswagen) had made similar decisions.
And this Friday, it's General Mills' turn to stop paying for ads.
"We have suspended advertising on Twitter," confirmed Kelsey Roemhildt, a spokeswoman for the US agribusiness giant, which includes the Cheerios and Häagen-Dazs brands.
“We will continue to monitor developments and assess our marketing spend,” she added.
Economy
Twitter to begin Elon Musk-era layoffs this Friday
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Twitter: Elon Musk wants to make certain paid videos on the social network
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