Apple is pausing all advertising on X, the Elon Musk-owned social network, sources tell Axios.

IBM has paused advertising on X after a report found that company’s ads were placed next to antisemitic content on the platform formerly known as Twitter.

The ADL and the Center for Countering Digital Hate are among more than 60 organizations taking part in the #StopToxicTwitter effort, a pressure campaign to persuade corporations not to buy ads on X so long as Musk keeps lax rules around hate speech, harassment and similar behavior that the app’s previous management often cracked down on.

"Any company cutting a check to Twitter is endorsing the surging racism, disinformation, and hate Musk has encouraged on his platform," Accountable Tech executive director Nicole Gill told Axios.

In the climate Musk and Tucker built for themselves, tying your ad money to their projects could generate public condemnation. Representatives from the advocacy groups Free Press, Media Matters, Accountable Tech, and the Center For Countering Digital Hate all told Gizmodo that Carlson’s new show will be even worse for the reputation of any brand that chooses to advertise on Twitter.

“Throughout his career, Musk has had an almost pathological need to promise grand visions and make himself the center of attention,” says Jesse Lehrich, co-founder of Accountable Tech, an advocacy group. “He’s very Trumpian in his need to capture media attention with constantly-shifting promises, which everyone in the media covers, and then it never happens.”

“Ahead of Musk's keynote speech at the POSSIBLE ad convention at the Fontainebleau Miami Beach Hotel, civil-rights activists from the groups Free Press, Media Matters for America, and Accountable Tech have strategically flown banners above the event venue in an attempt to remind advertisers of the fallout from Twitter's increasing tolerance of hate speech. On Monday, as advertising industry executives gathered in Miami Beach for the three-day event, the groups flew an all-caps banner that read, ‘Musk Is Bad For Business #StopToxicTwitter.’”

Since taking over the platform in late October, Twitter has suffered a mass exodus of top brands as Musk relaxed some content moderation policies, restored incendiary accounts and made a number of erratic remarks concerning politics and world affairs. Musk, who has previously tweeted about his hatred for advertising, made a quick bet on bolstering a paid subscription offering instead, but it has reportedly struggled to gain traction.

On the whole, advertisers reportedly said that, as a result of Twitter's mass layoffs, they have had to deal with new account managers or salespeople, hindering confidence in and relationship with the company. In the quarter ending June 30, Twitter reported total revenue of $1.18 billion, out of which $1.08 billion, or roughly 92%, was from advertising. The company posted a net loss of $270 million, compared to a profit of $66 million in the same period the prior year.

More than half of Twitter’s top 1,000 advertisers before the acquisition have stopped advertising on the platform as of February, according to data from digital marketing analysis firm Pathmatics and shared with Vox. Out of Twitter’s top 10 advertisers pre-acquisition, only six still advertise on the platform, according to the firm. That affects Twitter’s bottom line: The company’s revenue was down by 40 percent, according to a December report by the Wall Street Journal.

More than half of Twitter’s top 1,000 advertisers in September were no longer spending on the platform in the first weeks of January, according to data provided to CNN by digital marketing analysis firm Pathmatics, in a striking sign of how far reaching the advertiser exodus has been following Elon Musk’s acquisition of the company.

Some 625 of the top 1,000 Twitter advertisers, including major brands such as Coca-Cola, Unilever, Jeep, Wells Fargo and Merck, had pulled their ad dollars as of January, according to estimates from Pathmatics, based on data running through January 25.

Advertising spend on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Elon Musk's takeover.

The recent data by Standard Media Index comes (SMI) as Twitter is moving to reverse the advertiser exodus. It has introduced a slew of initiatives to win back advertisers, offering some free ads, lifting a ban on political advertising and allowing companies greater control over the positioning of their ads.

Twitter was already facing several challenges with advertisers even before Elon Musk acquired the company. Twitter was facing strong competition from larger and faster growing social media platforms, Also, advertisers emphasize on enhanced targeting with business outcomes and a sluggish ad economy have also imperiled their revenue forecasts. To date, Elon Musk’s takeover has only exacerbated its already precarious ad revenue means.

Twitter laid off about 40 data scientists and engineers working on advertising late Wednesday night in what amounted to at least the third round of cuts since mid-December, according to a person with direct knowledge of the layoffs.

The layoffs targeted areas that Twitter’s leadership considers to be failing, such as the ads product, and unimportant, such as data science, the person said. Twitter’s ad revenue has reportedly plunged in recent months, as advertisers respond to Elon Musk’s loosening of rules around content moderation and the general chaos as Musk shakes up the company.

About 70% of Twitter’s top 100 ad spenders from before Mr. Musk’s takeover weren’t spending on the platform as of the week ending Dec. 18, according to an analysis of data from research firm Pathmatics. It’s a problem the billionaire can’t afford to ignore, since roughly 89% of Twitter’s $5.1 billion in revenue last year came from ads.

A week after declaring he would grant “general amnesty” to previously suspended accounts, Twitter CEO Elon Musk is continuing to reinstate high-profile right-wing users. His latest move has brought back anti-Muslim extremist Laura Loomer and “Stop the Steal” organizer and longtime GOP operative Roger Stone to Twitter.

Shortly after Musk’s acquisition of Twitter was finalized on October 27, previously banned users — including Loomer and Stone — celebrated the completed deal. Musk initially promised civil rights organizations that there would be a “clear process” for reinstating previously suspended accounts but quickly went back on his word when he declared “Freedom Fridays” on November 18 and brought back Jordan Peterson and The Babylon Bee. He has since reinstated multiple other high-profile right-wing users, including former President Donald Trump, and granted “general amnesty” to include accounts that push misinformation and white nationalist rhetoric

Ads for around 40 high-profile brands and organizations have been spotted on the Twitter pages of white nationalists, according to a report from The Washington Post. Ads from brands including Amazon, Uber, Snap, and GoDaddy, media companies like USA Today and Morning Brew, and even one government organization, the US Department of Health and Human Services, were seen on the offending Twitter pages.

Ads for more than three dozen brands including major corporations appeared on the Twitter pages of white nationalist accounts in recent days after Twitter owner Elon Musk restored hordes of banned users to the social media platform.

Promoted tweets from Amazon, Snap, Uber and the U.S. Department of Health and Human Services, among others, appeared inadvertently on the pages of at least two white nationalists, Andrew Anglin and Patrick Casey, both of whom said their accounts had been banned but were restored recently after Musk took control of Twitter in late October.

In a vast cost-cutting campaign, Musk fired hundreds of Twitter employees, including entire teams devoted to content moderation of the site, including ensuring ads not appear on content brands would find objectionable.