Paris Hilton’s Media Company 11:11 Media has pulled an advertising campaign from Elon Musk’s X, just one month after announcing an exclusive partnership with the platform, becoming the latest brand to halt ad spending on the site formerly known as Twitter due to concerns about antisemitism and pro-Nazi content.
“11:11 Media made the decision to immediately pull the campaign from the platform,” Bruce Gersh, president and chief operating officer of 11:11 Media, told CNN on Tuesday.
The decision by Paris Hilton’s Media Company to withdraw its advertising is a setback for X and its CEO, Linda Yaccarino, who launched a huge promotional relationship with Hilton just last month.
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Yaccarino described the agreement as a long-term, “official partnership” between Hilton, 11:11 Media, and X, with the goal of creating “a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more.” The arrangement also included a revenue-sharing agreement between the parties.
Yaccarino, a former NBC Universal advertising head entrusted with luring skeptical advertisers back to X despite Musk’s turbulent leadership, dubbed Hilton the “queen of pop culture” and described the relationship as a “new era” that would be exclusive to X.
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A Hilton representative declined to comment on whether the halt of 11:11’s advertising campaign indicated the end of Hilton’s engagement with X. A representative for X did not immediately react.
Hilton maintains an active presence on the platform through her own account, @ParisHilton, which has 16.6 million followers.
11:11 Media’s decision to remove its advertising campaign from X comes after at least a half-dozen firms paused their ad expenditure on the platform last week due to worries about pro-Nazi content and Musk’s promotion of an antisemitic conspiracy theory on the network.
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On Thursday, IBM terminated its ad spend on X following a complaint from progressive media watchdog Media Matters that their commercial had aired alongside pro-Nazi content on X.
Other large brands, including Disney and Paramount, followed suit on Friday, but did not explain why they were withdrawing their advertising from X.
