Companies wary as Twitter checkmark policy fuels imposter accounts
Twitter’s attempt to implement a paid account verification service has attracted imposters spreading misinformation, which experts said could lead major brands to further pull back from the social media platform owned by billionaire Elon Musk.
On April 20, Twitter moved to boost profits by removing the once-coveted blue check marks from accounts and charging $8 a month to users who wish to buy a Twitter Blue subscription to retain their verified status.
Musk’s latest initiative was met with a wave of imposter accounts sharing harmful misinformation. Some organizations have already stopped using Twitter, including the New York City Metropolitan Transportation Authority (MTA) with 1.3 million followers. Both AT&T Inc and Volkswagen AG told Reuters they had paused Twitter ads and had not yet resumed as of April.
Twitter has been hit by a massive decline in advertising since the acquisition but Musk told the BBC last month most of the advertisers are returning to the platform.
Data from outside research firms and statements from several advertisers show Twitter’s ad business may not be bouncing back that quickly.
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