IBM has decided to cease advertising on the social media platform X after its ads were found appearing alongside messages promoting Nazi ideology.

In response to this discovery, the technology company stated, “IBM does not tolerate hate messages and discrimination in any way,” and announced the immediate suspension of all ads on X.

The decision comes after the Media Matters research group published screenshots revealing advertisements from major U.S. brands, including Apple, Oracle, and IBM, displayed alongside content promoting Nazi ideas on the platform.

Elon Musk, who has significantly reduced oversight on the platform, allowing for less control over prohibited or hateful messages, is at the centre of the controversy. Following Musk’s takeover of the platform, formerly known as Twitter, a substantial number of employees, including many moderators, were terminated.

The lack of moderation led to a decline in advertising support, with several companies, including IBM, choosing to halt their ads on X. Elon Musk acknowledged a roughly 50 percent drop in advertising revenues. In an effort to reverse this trend, Linda Yaccarino, recently appointed as a top executive, is working to entice advertisers back to the platform.