Major tech companies such as Apple and Amazon have decided to resume their advertising on X, the platform founded and owned by Musk, whose controversial comments have drawn much attention until then.
After Musk reacted to an anti-Semitic comment posted to the site, Apple removed its ads from X in early 2023. However, by 2025, Apple had begun again to spend large amounts on ads on X, even despite Musk having been embroiled in controversy for his speech at Donald Trump’s inauguration and for sending signals of support to other European far-right candidates in Germany.
In the same breath, many advertisers halted their ad spending on X due to troubling content, including examples of Holocaust denial, racism, and pro-Nazi things. Despite this environment, Apple, Amazon, and the controversial account known as Nixon Groyper-pulling in millions of dollars in ad revenue and still carrying a blue checkmark-returned to X, weapons-free. These ads, along with other ads, are now promoting messages that include Holocaust denial.
Read Also: WhatsApp will allow users to link their social media accounts to their profiles.
Musk had described in 2023 this action of the advertisers for boycott as blackmail, Northwestally urging them to leave X if they couldn’t support it. The return of these companies after two years stands to suggest a troubling normalization of anti-Semitic and extremist material on the platform.