The UK government spent zero on advertising on X (formerly Twitter) in 2024, sparking speculation about whether this decision was influenced by a high-profile spat between Prime Minister Keir Starmer and Elon Musk.
The tension between Starmer and Musk erupted after the billionaire made controversial accusations against the Prime Minister, particularly regarding his past role as Director of Public Prosecutions (DPP). As the dispute gained traction, concerns over misinformation, brand safety, and political influence fueled further scrutiny of X’s advertising policies.
But was this drastic move purely political, or part of a broader trend among advertisers distancing themselves from Musk’s platform? Let’s explore the facts behind this decision.
What Sparked the Starmer-Musk Conflict?
Elon Musk publicly criticized Keir Starmer’s handling of child exploitation cases during his time as DPP. He accused the Prime Minister of failing to properly address grooming gang scandals, even suggesting that Starmer should face imprisonment for inaction.
Musk’s Allegations Against Starmer
📢 Musk suggested that Starmer was complicit in covering up serious crimes.
📢 He referenced high-profile grooming gang cases that were under Starmer’s jurisdiction as DPP.
📢 He engaged with far-right narratives accusing Starmer of failing victims of exploitation.
Starmer’s Response to Musk
🔴 The Prime Minister denounced Musk’s comments as spreading “lies and misinformation.”
🔴 He argued that Musk’s statements were part of a broader issue of online disinformation.
🔴 Starmer insisted that his role as DPP had strengthened laws against child exploitation, rather than enabling offenders.
This clash between a world leader and a tech billionaire sparked global headlines, raising concerns about how powerful figures use social media platforms to shape public discourse.
Did the UK Government Boycott X Over This?
The Advertising Freeze
Reports confirmed that in 2024, the UK government spent £0 on advertising on X—a significant change from previous years when government campaigns used the platform extensively.
Key Facts:
✔️ No paid government ads ran on X in 2024.
✔️ Other social media platforms like Facebook, Instagram, and YouTube continued to receive government ad funding.
✔️ The government still used X for official announcements, but only through unpaid posts.
Possible Reasons for Cutting X Ads
1️⃣ Political Retaliation?
Some speculate that the Starmer-Musk feud played a role in the government’s decision to cut advertising on X. Given Musk’s direct attacks on the Prime Minister, it’s possible that officials opted to avoid financially supporting Musk’s platform.
2️⃣ Concerns Over Misinformation and Hate Speech
Under Musk’s leadership, X has been accused of failing to moderate harmful content, including hate speech, conspiracy theories, and extremist narratives. Some brands, including Apple, Disney, and IBM, have pulled advertising from X for similar reasons.
3️⃣ Broader Decline in X’s Advertising Revenue
Government agencies weren’t the only ones reducing ad spend on X. Since Musk’s takeover, many major brands have cut ties with the platform, citing concerns over brand safety and changes in content moderation policies.
📉 X’s ad revenue has reportedly dropped by over 50% since Musk took over.
How Has Elon Musk Responded?
Musk has downplayed concerns about advertisers leaving X, claiming that the platform’s changes focus on “free speech” rather than catering to corporate interests.
🔹 He criticized brands that pulled ads, calling them “woke corporations” trying to control public narratives.
🔹 He mocked concerns about misinformation, arguing that X provides uncensored, open discussions.
🔹 He remained unapologetic about his comments on Starmer, insisting that the public deserves to question politicians’ past actions.
Despite his stance, X continues to struggle financially, with advertisers reluctant to return under its current policies.
The Bigger Picture: Is X Losing Advertisers for Good?
Declining Trust in Musk’s Leadership
📉 Many brands fear that their ads will appear next to extremist or misleading content.
📉 Content moderation policies have been loosened, leading to a surge in controversial posts.
📉 Governments and businesses are investing more in alternative platforms, such as Threads (Meta’s X competitor) and LinkedIn.
Who Else Has Cut Advertising on X?
❌ Apple
❌ Disney
❌ IBM
❌ Microsoft
❌ United Airlines
These corporations have expressed concerns about brand safety and X’s content moderation failures.
With the UK government’s advertising completely halted, it adds another blow to X’s credibility as a trusted platform for official messaging.
What Happens Next?
1️⃣ Will the UK Government Resume Advertising on X?
It remains unclear whether this is a temporary freeze or a permanent policy shift. If concerns over misinformation persist, the government may never return to paid campaigns on X.
2️⃣ Will More Countries Follow Suit?
If the UK’s move proves successful, other governments could follow suit in reducing or eliminating ad spend on X.
3️⃣ Can X Recover Financially?
With advertising accounting for the majority of X’s revenue, Musk will need to regain advertiser trust—but his current approach suggests he’s willing to sacrifice corporate deals for his vision of “free speech.”
Final Thoughts: Politics, Advertising, and the Future of X
The UK government’s decision to completely halt advertising on X in 2024 raises serious questions about the relationship between social media platforms, politics, and misinformation.
🔴 Was this a political move in response to Elon Musk’s attacks on Keir Starmer?
🔴 Was it purely about brand safety, following the trend of other advertisers leaving X?
🔴 Or is it part of a larger decline in trust in Musk’s leadership of the platform?
One thing is clear: X’s reputation as an advertising-friendly platform is under threat. As Musk continues his defiant stance, he risks further alienating governments, corporations, and users who seek a more regulated online environment.
The question remains: Can X survive without advertiser support, or will Musk’s unfiltered approach push even more brands away?
FAQs
1️⃣ Why did the UK government stop advertising on X?
The official reason hasn’t been confirmed, but speculation points to concerns over misinformation, brand safety, and the Starmer-Musk feud.
2️⃣ Did Elon Musk personally attack Keir Starmer?
Yes, Musk publicly accused Starmer of failing to address child exploitation cases during his time as Director of Public Prosecutions.
3️⃣ Have other advertisers pulled funding from X?
Yes. Major brands like Apple, Disney, IBM, and Microsoft have stopped advertising on X, citing concerns over content moderation and extremist posts.
4️⃣ Can X survive without government and corporate advertisers?
Musk has suggested that X will move towards subscription-based revenue, but ad revenue has historically been the main source of income for the platform.
5️⃣ Will the UK government ever return to advertising on X?
It’s uncertain, but if the platform fails to address misinformation concerns, a permanent withdrawal could be likely.
