The Guardian has announced it will stop posting on X, formerly Twitter, becoming the latest in a growing list of companies distancing themselves from the platform since Elon Musk’s takeover in 2022.
The news group cited “long-standing concerns” about far-right conspiracy theories and racist content on the platform, noting that the site’s handling of US presidential election coverage had ultimately cemented its decision to pull away.
Mr Musk threw his support behind Donald Trump’s ultimately successful bid for the White House, funnelling millions directly into Trump's campaign and mobilising voters in key battleground states through the America Super PAC (a tech political action campaign, where Mr Musk persuaded tech gurus to back Mr Trump).
The Guardian’s exit underscores a worrying trend for X, with a litany of major brands reducing or outright abandoning their presence on the platform, following a series of controversies.
Which brands have quit X/Twitter?
From luxury fashion house Balenciaga to American retailer Best Buy, companies across industries are rethinking their association with the site. Several have echoed similar concerns over brand safety, content moderation, and the platform’s increasingly polarising environment.
Media
One of the most prominent departures, and the one that arguably made other media brands sit up and take notice, was NPR.
Last year, the US public broadcaster declared it was leaving the platform due to concerns over X’s new “state-affiliated media” label, which it argued misrepresented its independence and credibility.
X later removed the tags following an outcry from several news organisations, ranging from the BBC to Canada’s CBC.
It also dropped the "China state-affiliated media" tag on the accounts of Xinhua News as well as of journalists associated with government-backed publications, despite those predating Musk.
Government and law enforcement
Alongside media brands, a number of governmental departments and law enforcement agencies have also chosen to walk away from X this year.
Here in the UK, organisations that have ditched the site include Devon County Council, which hasn’t posted on the site since January, citing daily abuse, disinformation and high costs.
In October, North Wales Police also quit the platform claiming it was “no longer consistent” with its values.
Meanwhile in Australia, Victoria’s Department of Families, Fairness and Housing quit X, stating that it was no longer safe and productive for community engagement.
Retail
Across the pond in the US, a handful of Minnesota-based companies have quietly stopped using X. They include the likes of Best Buy, Target, 3M, UnitedHealth Group, Magers & Quinn Booksellers, among others.
In the fashion industry, Balenciaga became one of the first major fashion brands to leave X following Musk’s acquisition of the platform. Unlike some other brands who continue to maintain accounts on X despite going silent, Balenciaga has completely deleted its presence on the site.
Advertisers
Adding to the mounting pressure on X and its billionaire owner, multiple companies previously halted their advertising on the platform amid concerns over antisemitism and hate speech.
Brands such as Disney, Apple, IBM, Paramount, and Comcast have paused the running of ads on the service after they were found running alongside extremist content, including pro-Nazi posts.
The backlash escalated following Mr Musk's endorsement of an antisemitic conspiracy theory, prompting censure from civil rights groups and leading to a significant advertiser exodus.
As a result, X's advertising revenue has plummeted, with at least 50 of the top 100 US advertisers ceasing their ad spending on the platform since Musk's acquisition in 2022.
