Hyundai halts advertising on X amidst brand safety concerns

South Korea’s Hyundai, the renowned automotive manufacturer, has recently announced a temporary suspension of its advertising activities on a popular digital platform, following an unsettling discovery. The decision came swiftly after one of Hyundai's sponsored posts surfaced adjacent to content featuring antisemitic and pro-Nazi sentiments.

In a formal statement provided to several media outlets, Hyundai confirmed the pause in its advertising campaign, asserting, "We have paused our ads on [Platform X] and are in direct communication with its management regarding brand safety protocols to address this concerning issue."

The development gained traction after freelance journalist Nancy Levine Stearns shared a disconcerting screenshot revealing a Hyundai advertisement prominently displayed alongside content promoting Holocaust denial and espousing antisemitic rhetoric. Levine, known for her insightful coverage on brand safety matters, brought attention to the issue through her platform, notably highlighting the severity of the situation.
Hyundai Motor America responded promptly to Levine's revelation, reaching out to address the concerning placement of their advertisement on an account known for disseminating content aligned with pro-Hitler sentiments and antisemitic ideologies.

Hyundai's move echoes a growing trend among prominent companies, with concerns mounting over the presence of antisemitic content on X. This follows owner Elon Musk's public embrace of an antisemitic theory favored by white supremacists in 2023.

X has since suspended the antisemitic account responsible for the controversial post. Joe Benarroch, head of business operations at X, confirmed that the account's bio also contained antisemitic tropes.

Benarroch clarified that Hyundai had been running a Corporate level account on X, focusing on climate change ads targeting policy makers. He explained that the company's ad agency had not activated Brand Safety settings, leading to the ad being displayed alongside the offensive content.

While X has taken action against some offending accounts, reports suggest that numerous others still exist. An analysis by NBC News identified 150 verified premium accounts that have shared or amplified pro-Nazi content.

In response to criticism, X News labeled the reports as "gotcha articles," alleging that NBC failed to disclose the full extent of its research.

This latest controversy underscores ongoing challenges faced by social media platforms in combating hate speech and misinformation. Elon Musk, who has previously faced backlash for his comments on X regarding Jewish communities, has acknowledged the issue but defended the platform's stance on antisemitism.