Nov 13, 2022 15:00:00

Due to the large number of spoofed accounts on Twitter, major advertising agencies also recommend customers to ``stop advertising on Twitter''

Elon Musk acquired Twitter on October 27, 2022. Mr. Mask announced

'New Twitter Blue' where you can buy authenticated badges as a measure to improve Twitter's revenue. With the appearance of Twitter Blue where you can buy this authenticated badge, a large number of fake accounts pretending to be official . As a result, Twitter is suspending Twitter Blue, where you can buy verified badges. This mass outbreak of fake accounts has spread to advertising agencies that advertise on Twitter, and overseas media reports that major agencies recommend companies to stop advertising on Twitter. .

Another major ad agency recommends pausing Twitter ad campaigns - The Verge
https://www.theverge.com/2022/11/11/23453575/omnicom-media-group-twitter-advertising-pause

From an internal memo independently obtained by overseas media The Verge, the Omnicom Group , one of the world's largest advertising agencies with customers such as McDonald's, Apple, and PepsiCo, has temporarily placed advertisements on Twitter for customers. It is clear that it is recommended to stop.

An internal memo from Omnicom Group, obtained by The Verge, is titled 'Twitter: Continuing Brand Safety Concerns,' urging customers to 'suspend advertising activity on Twitter for a short period of time.' is recommended. The memo notes that the 'potentially severe impact on brands advertising on Twitter' includes mass layoffs of Twitter's trust and safety team , resignations of high-profile executives, and a large number of impersonated accounts occurring on Twitter. occurrence, etc.

Twitter has made it possible to purchase authenticated badges, so there are a lot of fake accounts impersonating official - GIGAZINE

Omnicom Group noted that Twitter's safety has declined sharply due to the above events, and the memo read, ``The risk to client brand safety has risen sharply to a level that most people find unacceptable. There is evidence that it did.' ``We recommend that you suspend your activity on Twitter until you can prove that Twitter has raised its safeguards to an acceptable level and regained control of the environment.'' is.

In addition, Omnicom Group said in an internal memo, 'We have informed Twitter that these issues will not in any way affect our compliant processes, operations, products, brand safety and client investments in our platform. I formally requested a guarantee.' In addition, despite the presence of senior management in these areas at the time of writing, the internal memo states that ``Twitter was unable to provide those guarantees.''

Another advertising agency, Interpublic Group (IPG), has also advised its customers to pause advertising on Twitter, CNBC reports . In addition, it became clear that companies such as Volkswagen and General Motors are also reducing advertising expenses on Twitter.

In addition, it was reported that some advertisers had already stopped advertising on Twitter before Twitter started selling verified badges, which meant that there was a flood of spoofed accounts. .

Advertisers who feared the lawlessness of Twitter due to the Elon Mask system stopped placing advertisements one after another - GIGAZINE