In late April, shortly after signing the initial buyout deal, Elon Musk publicly criticized Twitter executives and mocked Vijaya Gadde.
Its takeover worries a large part of Twitter employees, and many users and NGOs who call on social networks to better fight against abuse, from harassment to misinformation.
Because the multibillionaire, presenting himself as an ardent defender of freedom of expression, wants to relax the moderation of content. It opened the door to a return for Donald Trump, who was ousted from Twitter shortly after supporting his supporters who took part in the storming of the Capitol in January 2021.
Elected Republicans and supporters of Donald Trump have also welcomed the potential change in orientation of Twitter. “FREEDOM OF EXPRESSION!!!”, for example tweeted Thursday evening Marjorie Taylor Greene, an elected representative of the far right.
But advertisers generally prefer to back their ads with consensual content.
Thursday, Elon Musk tried to reassure them by saying he wanted to allow all opinions to be expressed on the social network, without making it an “infernal” platform where everything would be allowed.
It is “important for the future of civilization to have an online public square where a wide variety of opinions can debate in a healthy way, without resorting to violence”, he wrote in a message specifically addressed to brands, which bring in the bulk of Twitter’s revenue. He also assures that he did not initiate the takeover because it was “easy” or “to make money”, but to “try to ‘help humanity’.