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As the latest Israel and Hamas war reaches its two-week mark, an overwhelming surge of videos and photos claiming to portray the ongoing turmoil has inundated social media platforms.
So far, Elon Musk’s X (formerly Twitter) is struggling to combat wartime misinformation, making advertisers even more cautious about returning to the beleaguered platform.
The platform’s “verified” users, who now pay to have a blue check, pushed 74% of X’s most viral false Israel-Hamas war-related claims, according to a NewsGuard analysis shared with Adweek.
“This is another nail in the coffin for X in terms of deteriorating advertisers’ trust,” said Ruben Schreurs, chief strategy officer at independent marketing and media consultancy Ebiquity.