Advertising agency says Twitter is too risky

GroupM, the world's largest advertising media company, warns against buying the service on Twitter because of high levels of fake accounts and increased inflammatory language.

According to Digiday , GroupM has labeled Twitter "high risk" and advised customers not to purchase services from the platform. The first reason the company gave was the controversial changes of Elon Musk . The second is the departure of senior leaders related to security, trust, safety and regulatory compliance.

Yoel Roth, Twitter's head of safety and integrity, quit on November 10 after his first meeting with Musk. GroupM raised the risk rating for the platform just a day after Roth stepped down. In a document sent to clients, the world's leading advertising company said that Twitter may "no longer be able" to comply with the regulations of the US Federal Trade Commission (FTC). Typical and abuse of " green tick " on the platform.

Billionaire Elon Musk. Photo: CNN

Musk allows any user to buy green ticks for $8 a month. A series of accounts impersonating celebrities and businesses appeared, including McDonald's, Nintendo, Lockheed and Eli Lilly. After the chaos, Musk had to stop the project.

GroupM also warned of the rise of hate speech on Twitter. A research team says the use of profanity has increased by 500% since Musk took over. Yoel Roth himself explained this was the result of a small group of users who repeatedly posted offensive, hateful messages. Roth's resignation was seen as the last straw, prompting advertisers to leave Twitter.

Before the upheaval of Twitter under Musk's control from October 27, advertisers turned their backs. Billionaire technology used to threaten customers, but then tried to convince them to come back.

In his first remarks to employees last week, Musk said Twitter was in danger of bankruptcy if it continued to burn money. Bloomberg sources said he often gives financial warnings to motivate employees. In-office incentives, like free food, will decrease. He also ended the work-from-home period that Twitter introduced during the pandemic.