In a surprising turn of events, 11:11 Media, the entertainment company owned by Paris Hilton, has decided to halt its advertising campaign on Elon Musk’s X platform. This decision comes barely a month after the media company announced an exclusive partnership with the platform. The suspension is due to concerns about pro-Nazi content and antisemitism on the platform.
What Happened: 11:11 Media, led by Paris Hilton, has unexpectedly pulled its advertising campaign from X, reported CNN. This comes as a shock as it follows closely on the heels of an exclusive partnership announcement between the two entities.
The president and chief operating officer of 11:11 Media, Bruce Gersh, verified the campaign’s suspension from the platform. This move comes as a blow to X and its CEO, Linda Yaccarino, who had previously acclaimed a significant promotional partnership with Hilton and 11:11 Media.
See Also: Elon Musk Stays Resilient As Apple Joins Ad Exodus From X
Initially intended to usher in new initiatives in video, live commerce, and other sectors, a representative for Hilton remained silent on whether the suspension of the ad campaign also signifies the end of Hilton’s partnership with X.
11:11 Media’s decision to withdraw its ad campaign aligns with similar actions taken by other major brands such as IBM, Disney, and Paramount. These companies also paused their ad spend on X last week due to concerns about pro-Nazi content and Musk’s endorsement of an antisemitic conspiracy theory on the platform.
Why It Matters: This decision by 11:11 Media is a significant setback for X, given the recent exclusive partnership between the two. The partnership was centered around live shopping and exclusive content creation to revitalize the platform’s financial outlook.
Under the two-year deal, Hilton was expected to collaborate with X to produce four original video programs annually and provide content for the emergent live shopping feature. But the recent wave of suspensions, including 11:11 Media’s, raises questions about the future of these initiatives and the platform’s broader appeal to advertisers.
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