The Walt Disney Company is undeniably one of the most influential companies in the world.
For the past 100 years, Disney has been a crucial part of creating the tapestry of the entertainment world that we live in. Disney is consistently at the top of their game when it comes to creating content and products that appeal to their massive consumer audience. Because of this, Disney is a valuable advertiser for many companies.
When Elon Musk purchased the social media app Twitter earlier this year and turned it into X, many advertisers chose to no longer run ads on the platform. A big reason for this was that brands felt nervous about associating themselves with someone as polarising as Elon Musk. The Walt Disney Company, however, did not pull back from running ads on this app, creating a strange sort of allyship between the two parties.
However, that relationship has now significantly changed after comments from Elon Musk reportedly caused Disney and other major companies to pull their advertisements once and for all.
Why Did Disney Leave X?
In a significant move, Disney has recently made the decision to halt its Disney advertising on X. This development comes as a direct response to the backlash caused by Elon Musk’s endorsement of an antisemitic conspiracy theory on the social media platform. The repercussions of Musk’s actions have been quick and far-reaching, leading to a wave of major advertisers following suit and severing ties with X. This collective action from prominent brands is a powerful statement that underscores the polarizing political landscape of today.
As a global entertainment powerhouse, Disney holds itself to high standards when it comes to the content it associates with and supports. By dissociating from X, Disney is sending a clear message that it will not tolerate or align itself with Elon Musk’s ideology on this subject. The Walt Disney Company is not the only one to feel so strongly about this issue. Lionsgate and Apple have also reportedly taken their advertisements off the app platform as well.
NEW: Disney pauses ad spending on X.
“The blowback over Elon Musk’s endorsement of an antisemitic conspiracy theory on X gathered steam on Friday, as several major advertisers on his social media platform cut off their spending.” @brooksbarnesNYT https://t.co/n7e67bmUi4
— Scott Gustin (@ScottGustin) November 17, 2023
The blowback caused by Elon Musk’s endorsement of an antisemitic conspiracy theory has had a significant impact on X and its relationship with advertisers. As Friday unfolded, more and more major advertisers recognized the severity of the situation and took a decisive step by cutting off their spending on the platform. Lionsgate and Apple have also reportedly taken their advertisements off the app platform as well.
What Will This Mean for Disney’s Future?
The swift and decisive action taken by Disney and other major advertisers serves as a reminder of the power and influence that brands hold in shaping societal norms. As companies increasingly recognize their social responsibility, they are reevaluating their advertising strategies and aligning themselves with platforms that reflect their values. By severing ties with X, advertisers are making a statement that they will not support platforms that disagree with their company’s moral alignment.
As this story unfolds, it is clearer than ever that the days of brands involving themselves in global politics are here to stay.