Risk of advertising on X higher after Musk antisemitism furore, top agency warns Irish clients

GroupM is telling clients the platform is a riskier place to advertise as top brands like Apple, IBM and Disney pause campaigns

Elon Muskmeets with Israeli President Isaac Herzog. It comes as X owner has been widely criticised for agreeing with a post that has been described as antisemitic. Picture: Getty

GroupM, one of the world’s biggest media ad agencies, has warned clients in Ireland and elsewhere that X is becoming a riskier place to advertise after Elon Musk endorsed an antisemitic conspiracy theory this month.

The WPP-owned company, which operates on behalf of more than 300 clients in Ireland, is telling clients that the risk of advertising on X is higher than before, sources have told the Business Post.

GroupM has more than 200 staff ...