Brands may pull back from advertising on Twitter amid company’s face-off with government
NEW DELHI | MUMBAI: Brands are sitting on the fence watching how the Twitter-government face-off plays out, but some may pull back ads from the platform in the coming days fearing backlash amid sustained pressure on it to take down provocative posts and accounts, brand experts and advertisers said.
Fact checkers said Twitter has scored a “self-goal” of sorts in the stand-off with the government, which has accused the platform of helping spread fake news and objectionable content.
“Brands will have to be very careful now and they will hedge their bets. Companies move away from advertising on the platforms which are under threat,” said brand strategy expert Harish Bijoor. “For every Twitter, there is a Koo waiting in the wings. For the new apps, it is a big opportunity, though they will take some time and traction for the ability to perform with an equal degree of seamlessness as Twitter.”