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November 4, 2022

Carlsberg suspends Twitter advertising

The multinational brewer is reportedly one of a clutch of major consumer companies to have halted marketing efforts on the social-media network.

By Dean Best

Carlsberg has halted its advertising on Twitter, with the brewer one of a number of major consumer companies to have stopped marketing on the network.

The Tuborg producer confirmed the move, which comes just days after Elon Musk’s US$44bn takeover of the social media platform.

Food manufacturer General Mills has also pressed pause on its paid-for content as advertisers await more clarity on Musk’s plans.

The world’s richest person is said to be weighing up a number of facets of the service, including how content is moderated and whether to charge for users to be classified as ‘verified’. Reports suggest Musk is also considering resuscitating Vine, Twitter’s defunct short-video app.

Snacks behemoth Mondelez International, as well as car makers Audi and General Motors Co., are also said to be among a clutch of companies to have ceased advertising.

“We have advised our brand teams to pause advertising activities and we are monitoring the situation closely,” a spokesperson at Carlsberg said.

The Denmark-based brewer would not be drawn on much it spends on advertising through Twitter each year.

Just Drinks approached rival brewers Anheuser-Busch InBev and Heineken for comment on their stance on marketing on the network.

Heineken had not responded at the time of publication. A spokesperson for A-B InBev said: “We do not have plans to change our Twitter advertising plans.”

A spokesperson for General Mills, which owns food brands including Old El Paso and Cheerios, added: “We have paused advertising on Twitter. As always, we will continue to monitor this new direction and evaluate our marketing spend.”

From Just Drinks sister site Verdict.co.uk: Elon Musk charging $20 for a blue tick on Twitter will “devalue the concept”

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