Advertisers are refusing to return to X – formerly Twitter – after the platform’s owner Elon Musk told them to “go f*** yourselves” if they try to pull their marketing from the microblogging site. After Mr Musk was accused of antisemitism last month, a number of the world’s biggest companies and X’s biggest advertisers, including Apple and IBM, pulled their marketing from the platform. While the Tesla chief initially said he was “sorry” and denied any suggestion he was antisemitic, he later added that advertisers who withdrew their marketing from X because of his tweet should “go f*** yourselves”. “If someone is going to try to blackmail me with advertising, blackmail me with money? Go f*** yourself. Go f*** yourself. Is that clear? I hope it is,” Mr Musk said at the New York Times’ Dealbook Summit. “The whole world will know that those advertisers killed the company and we’ll document it in great detail,” he added. Now, a number of marketing agencies say the brands they represent are firmly against returning to advertising on X. “Thank you Elon Musk, for making it very clear how seriously you take advertisers concerns... Advertisers, judge for yourselves if this is a man who you can do business with,” Lou Paskalis, the founder and chief of the marketing consultancy AJL Advisory, posted on X. “There is no advertising value that would offset the reputational risk of going back on the platform,” Mr Paskalis told NYT. Advertisers are unlikely to step in to support X, said Ruben Schreurs, the chief strategy officer at marketing firm Ebiquity. The row began last month after Mr Musk endorsed a post claiming that Jewish people “have been pushing the exact kind of dialectical hatred against whites that they claim to want people to stop using against them” as the “actual truth”. In response, a number of top companies, including Apple, Disney and Coca Cola, have since removed paid ads from X – moves that could slash the company’s revenue by millions of dollars. Watchdog Media Matters also published a report alleging that ads on X were being placed next to posts supporing Nazism, in response to which the social media company filed a defamation claim against the group. Mr Musk’s rank at the Dealbook Summit came come on Wednesday. “I will certainly not pander,” the multibillionaire said. He even took a direct jab at Disney chief Bob Iger who had earlier explained why the entertainment company had pulled advertising from X. Just hours after Mr Musk’s expletive-laden comment on Wednesday, X chief Linda Yaccarino attempted to soften the damage, sharing the owner’s apology on the platform and appealing to advertisers to return. “Here’s my perspective when it comes to advertising: X is standing at a unique and amazing intersection of Free Speech and Main Street — and the X community is powerful and here to welcome you,” Ms Yaccarino said. “Businesses are simply full of people, and people like to be treated well, respected and dealt with with dignity,” Steve Boehler, founder of marketing management consultancy Mercer Island Group, told NYT. Read More Everything we know about Tesla’s Cybertruck after first cars are delivered Musk says antisemitic tweet was ‘foolish’ – but blames media for angry reaction Elon Musk believes OpenAI may have made ‘dangerous’ discovery OpenAI may have made a ‘dangerous’ artificial intelligence discovery, Elon Musk says Elon Musk publicly tells advertisers to ‘go f*** yourselves’ Elon Musk mocked for trying to resurrect QAnon Pizzagate conspiracy

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UPDATE: Jun. 22, 2023, 2:25 p.m. EDT This article has been updated with new information

Meta will launch a paid-for, subscription-based version of Facebook and Instagram. The company will allow people to pay up to €13 to have no ads appear on those apps. The change has been made to comply with European Union regulations, it said. As such, it will only be available to people in the EU, the European Economic Area and Switzerland. The monthly subscription plans for users in the EU, European Economic Area and Switzerland, will cost 9.99 euros ($10.58) for web users, while iOS and Android users will have to shell out 12.99 euros a month. The difference is to account for the fees taken by Apple and Google for payments on its platforms, Meta said – a move that follows a similar price difference for Twitter’s premium offering. The EU regulations threaten to curb Meta’s ability to personalize ads for users without their consent and hurt its major revenue source. Users across the world will continue to be able to use the site for free, and will see no change to their experience as a result, Meta said. But offering the paid-for subscription version allows Meta to comply with “the requirements of European regulators”, the company said, after a recent ruling. Having the option of paying for a version of Facebook and Instagram with no ads means that people will have more clearly consented to having their data used for marketing, Meta suggested it in its announcement. That in turn means it will better comply with European regulations, it said. The world’s most popular social media network has been under antitrust pressure in the EU. In July, it lost its fight against a German data curb order as Europe’s top court backed the German antitrust watchdog’s power to also investigate privacy breaches. Offering a choice between a free, ad-supported plan and an ad-free paid subscription might lead to users opting for the former, helping Meta to comply with the regulations without affecting its ad business. Meta was fined 390 million euros earlier this year by Ireland’s Data Privacy Commissioner, and was told it cannot use the so-called “contract” as a legal basis to send users ads based on their online activity. The company later said it intended to ask users in the EU for their consent before allowing businesses to target ads in order to address evolving regulatory requirements in the region. Additional reporting by agencies Read More Threads is not dying, Mark Zuckerberg insists Letitia James and 32 other attorneys general sue Meta for ‘harming youth’ People’s Instagram posts are showing where they are not expected