Big brands are spending small sums on X to stay out of Musk’s crosshairs
Big brands are allocating small amounts of their advertising budget to Elon Musk’s X, seeking to avoid being seen as boycotting the social media platform and triggering a public fallout with its billionaire owner.
Multiple marketing executives told the Financial Times that companies have felt pressure to spend a nominal sum on X following Musk’s high-profile role in US President Donald Trump’s administration.
They said Musk’s pursuit of legal action against groups that have stopped advertising since his $44 billion acquisition in late 2022 had also sparked alarm. X last month added about half a dozen more companies to its case including Shell, Nestlé, Pinterest and Lego.
