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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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Republican US Rep Byron Donalds has repeatedly echoed other GOP officials in a specious crusade against “critical race theory” and “woke” indoctrination in American schools. But on 26 July, the Florida congressman called on Florida’s Department of Education to “correct” newly approved curriculum guidelines for middle school students to learn how enslaved people “developed skills” that could be “applied for personal benefit”. “The new African-American standards in FL are good, robust, [and] accurate,” he wrote on Twitter, now known as X. “That being said, the attempt to feature the personal benefits of slavery is wrong [and] needs to be adjusted. That obviously wasn’t the goal [and] I have faith that FLDOE will correct this.” In an interview with Florida’s WINK-TV, Mr Donalds, who is Black, suggested the standards need “some adjustments” and that Florida’s Board of Education could “bring refinement” to the curriculum standards for African American history lessons that the board unanimously approved earlier this month. The standards have been widely derided by educators, Democratic officials and the White House; Vice President Kamala Harris traveled to the state last week to condemn “propaganda” and the “extremist, so-called leaders” who support it, a not-so-thinly veiled strike against Governor Ron DeSantis and his 2024 campaign for the Republican nomination for president. After his comments, Mr Donalds felt the wrath of the DeSantis campaign and other state officials. “Did Kamala Harris write this tweet?” replied DeSantis aide Christina Pushaw. Florida’s Education Commissioner Manny Diaz Jr said that the state standards would not be changed “at the behest of a woke [White House], nor at the behest of a supposedly conservative congressman.” “Supposed conservatives in the federal government are pushing the same false narrative that originated from the [White House],” said DeSantis press secretary Jeremy Redfern. “Florida isn’t going to hide the truth for political convenience,” he added. “Maybe the congressman shouldn’t swing for the liberal media fences like [the vice president].” In March, Mr Donalds joined other prominent Florida Republicans to endorse Donald Trump for president. “The Congressman also calls it like he sees it, and if he thinks something is BS, he’ll tell you. That’s why we like him so much,” said Trump aide Jason Miller, who called attempts to “smear” Mr Donalds “a disgrace”. Mr Donalds responded to the inter-party backlash, stating that “anyone who can’t accurately interpret what I said is disingenuous and is desperately attempting to score political points.” Read More Why Florida’s new curriculum on slavery is becoming a political headache for Ron DeSantis DeSantis will headline barbecue billed as the largest annual gathering of South Carolina Republicans Watch: Diver rescues shark hooked to artificial reef Coast Guard calls off search for man who jumped off Carnival cruise ship

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