So that the social network does not become “a pit of misinformation”, NGOs warn advertisers that they risk “being associated with a platform that amplifies hatred”.
Elon Musk’s hold on Twitter is generating a lot of reactions.
REUTERS
The takeover of Twitter by Elon Musk is far from complete, but NGOs are already calling on advertisers to boycott the platform if ever content moderation there becomes complacent towards harassment and hate speech, under the influence of the libertarian billionaire .
“Under Musk’s leadership, Twitter risks becoming a misinformation pit,” 26 organizations said in an open letter to advertisers. “Your brand risks being associated with a platform that amplifies hate, extremism, health misinformation and conspiracy theories. Your ad budget can fund Musk’s whim or empower him,” added the coalition, led by Media Matters for America, Accountable Tech and UltraViolet, which fight misinformation and sexism, among others.
Twitter’s board of directors accepted Elon Musk’s offer last week to buy the Californian company, thus valued at 44 billion dollars (nearly 43 billion francs).
Raising of shields
The richest man in the world wants to make it a bastion of freedom of expression, which he considers violated by too strict regulations or the withdrawal of certain messages to personalities banned for having broken the rules several times, like Donald Trump. Without mentioning the former American president, ousted in January 2021 from mainstream platforms for inciting violence, NGOs are asking that people fired from the network not return.
The surprise acquisition by the controversial businessman, a fan of provocations on his account with 90 million subscribers, sparked outrage, including from the social network’s board of directors, which initially attempted to prevent the transaction.
Difficult to keep or recruit employees?
On Monday, management said Twitter was at risk of losing users, advertisers and employees worried about the future of the platform. She fears that it will be more difficult “to keep essential employees” and to “recruit new employees”, according to documents filed with the American stock market policeman, the SEC. “Staff could be distracted, and their productivity could decline as a result, because of transaction uncertainty,” the SEC said.
Twitter’s board of directors also indicates that fake accounts and spam represent “less than 5% of monthly active users”. And Elon Musk has indicated that his priority will be the fight against spam.
In the summer of 2020, a boycott organized by a coalition of NGOs to ask Facebook to better fight against groups that incite hatred had been followed by hundreds of companies.
(AFP)