Disney and Other Advertisers Return to X After Controversy: What Happened?

Disney, Comcast, and other major brands are returning to advertise on X (formerly Twitter) after a tumultuous period marked by controversy, dramatic decisions, and shifting strategies. The decision comes after a high-profile confrontation between Elon Musk, the owner of X, and Disney CEO Bob Iger, during which Musk told Iger to “go f*** himself.”

This clash stemmed from concerns over brand safety and content moderation on the platform, which led several advertisers to pause spending. Now, despite the tensions, these companies are coming back—but with significant changes.

The Backstory

The friction began when organizations raised concerns about the placement of ads on X, alleging that ads from major companies, including Disney, were being displayed alongside inappropriate or harmful content.

Some reports suggested that algorithms were being manipulated to amplify these instances, creating alarm among advertisers. Disney and others temporarily pulled their ads, citing a need to protect their brand image. Musk responded by accusing these groups of orchestrating a smear campaign and declared he would not be blackmailed into compliance.

This bold stance divided public opinion. Critics accused Musk of failing to address genuine issues of content moderation, while supporters applauded his commitment to free speech and transparency. Amid this fallout, advertisers left X, and many believed the platform would face significant financial losses.

Why Are Advertisers Returning?

Despite the dramatic standoff, the decision to resume advertising on X appears to be driven primarily by financial considerations. Reports indicate that the advertisers returning are doing so at reduced rates, leveraging the controversy to negotiate more favorable terms. This mirrors past incidents in the digital advertising industry, such as YouTube’s “Adpocalypse,” where brands pulled ads temporarily only to return at lower rates.

Disney and Comcast, among others, seem to have recognized the necessity of maintaining a presence on X. The platform remains a significant hub for public discourse, especially during critical events like elections, where advertisers seek to reach large, engaged audiences. Additionally, shifting public sentiment has shown that alienating large portions of the audience—such as politically conservative users—could hurt business more than anticipated.

The Role of Free Speech and Content Control

A key element of the controversy is Musk’s vision for X as a platform that champions free speech. Since acquiring X, Musk has implemented policies to reduce censorship, arguing that people should be able to engage in open discourse without heavy-handed moderation. While this vision appeals to many, critics argue it allows harmful rhetoric to flourish unchecked.

Some advertisers initially pulled their support because they felt X wasn’t doing enough to address these issues. However, the return of Disney and others indicates a possible shift in priorities. Instead of focusing solely on brand safety concerns, advertisers seem to be acknowledging the economic realities of maintaining visibility in today’s digital landscape.

What’s Next?

The return of major brands to X doesn’t signify an end to controversy. Critics remain skeptical about Musk’s approach to content moderation and transparency, and challenges related to advertiser trust persist.

At the same time, Musk continues to position X as a “people’s platform,” aiming to emulate the all-encompassing apps used in regions like China and South Korea.

Ultimately, the situation underscores the complex dynamics between social media platforms and advertisers. While ethical concerns and public perception play a role, financial pragmatism often drives decisions.

For Disney, Comcast, and other brands, the return to X highlights the balancing act of protecting brand image while staying competitive in a fast-paced advertising market.