Elon Musk has told advertisers that he doesn’t want Twitter to become a “free hellscape.”


New York
CNN business

Elon Musk tried to reassure Twitter advertisers about the future of the platform open letter It is expected to close on Thursday, a day before the company’s $44 billion takeover.

In a letter posted on Twitter ( TWTR ), Musk said he doesn’t want the platform to become “a free-flowing hell where anything can be said without consequence,” though he has pledged to rethink its content moderation. policies and strengthening “freedom of expression”.

Musk has said he plans to ease content restrictions and reverse permanent bans on accounts previously removed from the platform for repeated violations of its rules, including former President Donald Trump. Those plans raised questions about the potential impact on Twitter’s ad sales business, as advertisers refused to allow their paid posts to appear alongside more controversial content.

Musk’s letter appears aimed at allaying those fears, which could affect the company’s core business. Twitter generated $4.5 billion in advertising revenue in 2021, nearly 89% of its total sales.

“In addition to complying with the laws of the land, our platform must be warm and welcoming to all, where you can choose the experience you want based on your preferences,” he said in Thursday’s post. “Fundamentally, Twitter wants to be the world’s most respected advertising platform that strengthens your brand and grows your business… Let’s build something extraordinary together.”

Musk has previously said he wants to allow all legal talk on Twitter. Content standards vary around the world. In Europe, the new Digital Services Act sets high standards for moderation. Musk said in May that he is “exactly on board” with the new law.

The letter is the latest sign that the Tesla CEO is nearing completion of the Twitter acquisition after months of trying to back out of the deal. On Wednesday, Musk visited Twitter’s headquarters in San Francisco and spoke with employees saying that he actually has no plans to cut 75% of Twitter’s workforce, despite prior notice.

Twitter Chief Customer Officer Sarah Personette responded to Musk’s tweet on Thursday by saying she had a “big discussion” with Musk on Wednesday. “Our continued commitment to brand safety for advertisers has not changed,” Personette said. “Looking to the future!”

The Wall Street Journal reported Thursday that an ad-buying agency had already received requests from a dozen clients to pause their ads on Twitter if Musk regains Trump’s account, and that others were considering doing the same.

In the letter, Musk reiterated his earlier statement that the Twitter acquisition was not intended to be a money-making venture for him.

“The reason I acquired Twitter is because it’s important to the future of civilization to have a common digital public square where a wide range of beliefs can be discussed in a healthy way, without resorting to violence,” Musk said.

Musk has suggested that he wants to increase Twitter’s subscription revenue in order to rely less on ads.