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In the realm of advertising, building trust in your brand is crucial — a meticulous process that involves considering every context in which it is showcased. However, Elon Musk seems to have a different approach when it comes to advertising on Twitter. Facing a significant drop in revenue since taking over the platform, Musk introduced “sensitivity settings” for ad buyers. This allows brands to control where their ads appear, including avoiding hateful content.
Adapting to the Times
With the rise of hate speech on Twitter, these sensitivity settings offer a sensible solution for advertisers. Users have been vocal about leaving the platform due to the prevalence of hate speech, making it imperative for brands to protect their image. Musk even endorsed a discount setting called “relaxed” for advertisers who are not concerned about the content adjacency.
Users Left in the Dark
Despite the focus on advertisers, users are left wondering why this content filtering is not extended to them. If Twitter can effectively filter out hate speech for advertisers, why not do the same for all users? This disparity raises concerns about the platform’s priorities and its commitment to creating a safe space for everyone. Musk’s defense of free speech absolutism also falls short, given his track record of stifling free speech and failing to address hate speech in certain regions.
Overall, the advertising options on Twitter under Musk’s leadership highlight deeper issues within the platform. As the company tries to attract advertisers with filtering options, it overlooks the larger problem of hate speech and extremism flourishing under its watch. Advertisers may be offered a sanitized version of Twitter, but the underlying issues remain unaddressed, creating a disconnect that serves neither advertisers nor users well.
