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Cosette advises Ottawa to suspend Twitter ads

Cosette advises Ottawa to suspend Twitter ads

CBC News reported Sunday that the Quebec-Coast advertising company, which plans the bulk of the federal government’s advertising, has advised the federal government to suspend its ads on Twitter.

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According to an internal company document obtained by the outlet, Cossette made the recommendation on Friday, due to “uncertainty about moderation” and “increased risks to brand image.”

The company believes that the government should pause its advertising partnership, which is a good time to assess Twitter’s development. The federal government did not immediately respond.

Ottawa’s ad spend on Twitter exceeded $3.2 million in 2020-21, an amount that nearly tripled from 2019-20. However, the year was marked by the COVID-19 pandemic and the resulting avalanche of health advertising, resulting in a doubling of the federal digital advertising budget during this period.

The American social network has been in turmoil since its acquisition of eccentric billionaire Elon Musk, who promised to moderate content moderation to promote free speech.

“Twit-in-Chief,” as Mr. Musk rebranded himself after spending $44 billion to acquire Twitter, laid off about 3,700 employees representing half of Twitter’s salaries on Friday. An $8 per month subscription option for certified accounts is also slated to be added in the coming weeks.

Concerned about the goals of the new leader of Twitter, several advertisers, such as General Mills, General Motors or Mondelez International, have decided to suspend their links to the platform over the past week.

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