Elon Musk declared Twitter cannot become a ‘free-for-all hellscape’ as he closed in on the social media giant.
In an apparent U-turn, having previously spoken about being a ‘free speech absolutist’ who ‘hated advertising’, the billionaire moved to reassure marketing executives.
In a letter posted on Twitter entitled ‘Dear Twitter Advertisers’, the chief executive of electric car maker Tesla wrote: ‘Twitter obviously cannot become a free-for-all hellscape where anything can be said with no consequences.’
He added that Twitter ‘aspired to be the most respected advertising platform in the world that strengthens your brand and grows your enterprise’.
The comments – ahead of a deadline to close the on-off takeover today – came as he changed his Twitter bio to ‘Chief Twit’ and posted a video of himself carrying a sink into the company’s San Francisco headquarters. The move is an attempt to appease advertisers who account for most of Twitter’s £4.3billion annual revenues. And the comments are in stark contrast to earlier in the year when
Musk said he wanted to buy the platform in order to restore free speech and suggested reinstating accounts such as Donald Trump’s that had been banned by Twitter. Musk views himself as a ‘free speech absolutist’. He believes that individuals should be able to express themselves freely about matters without any limitations being placed on speech by governments or the state.
But this is understood to have made advertisers nervous.
Musk now has the difficult task of convincing advertisers to work with a company he publicly accused of lying about fake accounts and its cyber-security practices as he attempted to wriggle out of his agreement to acquire the business.
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