ISBA welcomes the statement from Elon Musk that his aim is to create the "most respected advertising platform in the world". He has also stated that Twitter’s content moderation policy will remain unchanged and reiterated his commitment to brand safety in response to an open letter from the Global Alliance for Responsible Media, where ISBA sits on the Steering Group. This is positive news for advertisers.
Elon Musk had elsewhere stressed his commitment to freedom of speech. Free speech is an important principle; but with the right to free speech comes the importance of using that right responsibly. There are legal limits, and community standards must be upheld for user safety. Free speech must come with accountability and be distinguished from that which leads to the viral spread of hateful content and misinformation.
Advertisers will take their own decisions on where they place their advertising and will assess Twitter alongside other channels to ensure it is safe for users and suitable for advertisers.
As a member of the Global Alliance for Responsible Media, ISBA will be working on behalf of advertisers to ensure Twitter provides the welcoming environment, clear rules and consistent consequences that its new owner has promised. This is the same approach GARM takes on behalf of advertisers for all digital platforms.
Phil Smith, Director General, ISBA