South Korean car manufacturer Hyundai has taken a strong stance against pro-Nazi content, pausing all advertising on the social media platform X (formerly Twitter).
This action follows a discovery that a sponsored Hyundai ad appeared directly next to content promoting Nazi ideology and antisemitism by a premium account with a blue check mark.
The incident was revealed Wednesday by freelance journalist Nancy Levine Stearns on an X post showing screenshots of the Hyundai ad placement.
NEW: Hyundai Motor America spokesperson emailed me today about its ad on X appearing on a verified “Premium” account that posts pro-Hitler, antisemitic content:
— Nancy Levine Stearns ✍️ (@nancylevine) April 17, 2024
“We are immediately removing from the site. We are updating our parameters to avoid other instances similar to this.” pic.twitter.com/Y2oK8AVjCl
According to Stearns’ previous screenshots, the account in question has been constantly posting antisemitic views.
“We have paused our ads on X and are speaking to X directly about brand safety to ensure this issue is addressed,” a Hyundai spokesperson told CNN.
The premium account in question has already been suspended Thursday, Joe Benarroch, head of business operations at X, confirmed to NBC News.
Stearns has previously written about brand safety on X, citing incidents where advertisers, like A.T. Still University and Michelin News, found their ads being shown alongside pro-Hitler content.
An ad for @MichelinNews, featuring the GM/CFO of Michelin, appeared today on a blue-check account that posted Hitler video. X apparently blocked the Hitler video post in Germany because it's illegal, but it remains intact on X in the U.S. Comment from @Michelin? #BrandSafetypic.twitter.com/t3AXgyIQTj
— Nancy Levine Stearns ✍️ (@nancylevine) February 14, 2024
Stearns also mentioned how a “pro-Hitler and Holocaust denier account” revealed to Media Matters that they were paid $3,000 by X in ad revenues.
When Stearns contacted Benarroch about X’s antisemitic content, she said that he blocked her.
X Faces Scrutiny Over Pro-Nazi Content
This incident raises a larger concern about the presence of extremist content on X.
On Tuesday, NBC News published its independent investigation, revealing a rise in pro-Nazi activity on the platform since Elon Musk's acquisition in October 2022.
The investigation found at least 150 accounts, including verified profiles with paid subscriptions, actively promoting Nazi ideology.
This content reportedly included the sharing of speeches by Adolf Hitler and materials glorifying the Nazi regime.
At least 150 paid “Premium” subscriber X accounts and thousands of unpaid accounts have posted or amplified pro-Nazi content on X in recent months.
— NBC News (@NBCNews) April 16, 2024
Examples include praise of Nazi soldiers, sharing of Nazi symbols and denials of the Holocaust.https://t.co/2j3F8kchxa
“During one seven-day period in March, seven of the most widely shared pro-Nazi posts on X accrued 4.5 million views in total,” NBC News tech journalist David Ingram wrote.
“One post with 1.9 million views promoted a false and long-debunked conspiracy theory that 6 million Jews did not die in the Holocaust,” he added.
This reported prevalence of extremist content appears to directly contradict X's community guidelines, which prohibit hate speech and the promotion of violence.
The situation places X under scrutiny, with questions arising about how the platform will address these concerns, especially since a big brand like Hyundai has already taken action, and major news sites are covering the story.
