Walmart has seen enough from X. The retailer, America’s single biggest employer and largest company by revenue, told Reuters on Friday it’s no longer advertising on the platform formerly known as Twitter. The departure follows owner Elon Musk amplifying antisemitic posts and flinging expletives at fleeing advertisers. “We aren’t advertising on X as we’ve found other platforms to better reach our customers,” a Walmart spokesperson told Reuters.

Walmart’s exit adds to a growing list of companies that have pulled ads from the platform. Apple, Disney, IBM, Comcast and Warner Bros. Discovery are among the businesses no longer buying ads on X. A group of advertisers told The New York Times on Thursday their temporary pauses will likely become permanent. “There is no advertising value that would offset the reputational risk of going back on the platform,” Lou Paskalis, CEO of marketing consultancy AJL Advisory, told the paper.

X’s former advertisers had no shortage of reasons to jump ship. Musk’s latest series of self-inflicted wounds began when the billionaire appeared to endorse and amplify a post falsely claiming Jewish communities were stoking hatred against white people. Musk replied to the user who spewed the racist “Great Replacement” conspiracy theory, saying their comments reflected “the actual truth.”

NEW YORK, NEW YORK - NOVEMBER 29: C.E.O. of Tesla, Chief Engineer of SpaceX and C.T.O. of X Elon Musk takes the stage during the New York Times annual DealBook summit on November 29, 2023 in New York City. Andrew Ross Sorkin returns for the NYT summit for a day of interviews with Vice President Kamala Harris, President of Taiwan Tsai Ing-Wen, C.E.O. of Tesla, Chief Engineer of SpaceX and C.T.O. of X Elon Musk, former Speaker of the U.S. House of Representatives Rep. Kevin McCarthy (R-CA) and leaders in business, politics and culture.  (Photo by Michael M. Santiago/Getty Images)

Michael M. Santiago via Getty Images

Watchdog group Media Matters then published a report showing ads from well-known brands placed next to antisemitic content. X responded by suing the organization, accusing it of “knowingly and maliciously [manufacturing] side-by-side images depicting advertisers’ posts on X Corp.’s social media platform beside Neo-Nazi and white national fringe content.”

Musk’s attempt to smooth things over only made things worse. After apologizing for amplifying the antisemitic content at The New York Times’ DealBook event, he told advertisers backing off of the platform to “Go fuck yourself.” His company now potentially stands to lose $75 million.

Walmart employs around 1.6 million people in the US. The retailer made $611 billion in revenue in the 2023 fiscal year.



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