The computer giant IBM has announced that it will no longer advertise on X after its ads were discovered next to Nazi posts.

IBM wanted to spend around one million dollars in the final quarter on X, as reported by the "New York Times" citing internal messages. However, this is not the first time that companies have faced such incidents. They have little control over exactly alongside which posts their ads appear. The ads are mainly displayed based on target age groups, specific areas, or user interests.

To avoid a negative environment for their brands, advertisers rely on X to consistently keep hate speech off the platform. However, this is no guarantee, as other online services like Google with its video platform YouTube have already experienced. In the past, they had similar problems with advertisers and have tightened their content oversight to regain trust.

Since buying Twitter a year ago, X-owner Elon Musk has often supported the political views of the American right and accused the former Twitter leadership of suppressing them. He promised more freedom of speech on the platform and complained that advertising revenue was only about half as high as it was during Twitter's time. Musk even tried to incite his followers against renegade advertisers.

When there were rumors that Apple had cut its spending on X ads, Musk visited the company's CEO Tim Cook at the headquarters in Cupertino. The X CEO appointed by Musk, Linda Yaccarino, promised advertisers a safe environment. But the recent controversy, where Musk endorsed a post spreading an anti-Semitic conspiracy theory, questions his credibility.

The article claimed that "hatred against white people" was being spread by Jewish groups. Musk justified his support for the article, stating that it contained the "actual truth." He later added that he saw "some groups," like the Jewish organization Anti-Defamation League (ADL), as spreading "factual anti-white racism and anti-Asian racism." This statement caused outrage at the ADL, and the American Jewish Committee also highlighted the dangers of antisemitism.

Musk has more than 160 million followers on X and has already assured in the past that he does not hold anti-Semitic views. But his recent actions show that he does not act in Tesla's interest, as US investor Ross Gerber emphasized on the TV channel CNBC. He criticized Musk's support for the post and said that it would damage the reputation of the electric car manufacturer.

The IBM stock remained unaffected by the events and was 0.14 percent lower at $152.85 in NYSE trading. Tesla's stock price was at $545.44. For investors, it remains to be seen what consequences Musk's actions will have for the company. US investor Gerber has already announced that he will replace his Tesla Model Y with a vehicle from competitor Rivian, as he does not want to show support for Musk's behavior.