Main advertisers are pausing their advert campaigns on Elon Musk’s social media platform X. 

The movie studio Lionsgate stated Thursday that it might be pulling its advertisements from the platform, simply as its Starvation Video games prequel is hitting film theaters.

A spokesperson for Lionsgate confirmed the choice Friday. This follows within the wake of corporations resembling IBM and Apple pulling advertisements from the platform, in mild of a brand new report from nonprofit Media Issues for America Thursday, which discovered that the platform was putting advertisements for corporations resembling “Apple, Bravo (NBCUniversal), IBM, Oracle, and Xfinity (Comcast) subsequent to content material that touts Adolf Hitler and his Nazi Celebration.”

“IBM has zero tolerance for hate speech and discrimination and we now have instantly suspended all promoting on X whereas we examine this totally unacceptable state of affairs,” the corporate stated in an announcement to The Hollywood Reporter.

Axios reported that Apple was pausing its advert buys on the platform on Friday afternoon.

These choices additionally come after a submit from Musk Wednesday that many have known as out as being antisemitic. 

Musk replied to a different person on X, previously often known as Twitter, Wednesday, who stated “I’m deeply disinterested in giving the tiniest shit now about western Jewish populations coming to the disturbing realization that these hordes of minorities that assist flooding their nation don’t precisely like them an excessive amount of.” In response, Musk stated “you may have stated the precise fact.” 

The White Home has additionally come out towards the reported proliferation of antisemitic content material on the platform, saying in an announcement Friday:  “We condemn this abhorrent promotion of antisemitic and racist hate within the strongest phrases, which runs towards our core values as People.” 

X CEO Linda Yaccarino, who has been making an attempt to win advertisers again to the platform, defended the corporate’s place in a tweet Thursday saying: “X’s perspective has all the time been very clear that discrimination by everybody ought to STOP throughout the board — I believe that’s one thing we will and may all agree on. With regards to this platform — X has additionally been extraordinarily clear about our efforts to fight antisemitism and discrimination. There’s no place for it wherever on this planet — it’s ugly and flawed. Full cease.”

Yaccarino, who beforehand led the promoting divisions at NBCUniversal and Turner Broadcasting, joined X (again when it was known as Twitter) earlier this yr as its CEO. Musk stayed on to steer its product and expertise, although it has been his public feedback on the platform that appear to have grow to be a problem with entrepreneurs.

Whereas Musk has outlined a imaginative and prescient wherein X turns into an “all the pieces app,” with courting companies, dwell video, monetary transactions and different choices, the corporate stays closely reliant on promoting income, so the departure of main entrepreneurs is prone to solely intensify stress on the corporate’s funds.