IPG advises clients to pause advertising on Twitter after acquisition by Elon Musk

Interpublic Group has advised clients that work with its ad buying group, Mediabrands, to “pause” spending on Twitter for the next week, according to global news reports. 

The media investment company wants to get more clarity on Twitter’s trust and safety policies, along with organisational structure and capabilities under Elon Musk. 

Last week, Musk closed the $44 billion deal to acquire Twitter.

Earlier this week, Musk announced that Twitter would earn revenue from verifying users for $8 per month per user. They would benefit from “Priority in replies, mentions and search, which is essential to defeating spam/scam – Ability to post long video and audio – Half as many ads.”

But the advertisers are more concerned about their brands’ safety on the platform. Brands are hoping to get some clarity from Twitter later this week. 

Last week, General Motors, the competitor for Musk’s electric car company, Tesla, decided to put a pause on Twitter ads. 

According to the Wall Street Journal news report, Havas Media had reportedly suggested clients to pause Twitter ads, too.

“Post the acquisition by Musk, racist and other hateful tweets had begun to plague the social network, at higher levels than usual”, according to a research by the Network Contagion Research Institute quoted by global news reports. 

Musk has been trying to mellow down advertisers' worry by posting an open letter on Twitter, titled, “Dear Twitter Advertisers,” and acknowledged that Twitter “obviously cannot become a free-for-all hellscape, where anything can be said with no consequences.”

The development was first reported by Morning Brew’s contributor Ryan Barwick, citing an e-mail sent by MAGNA, the media intelligence vertical which is part of the group.

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