Twitter Threatens to Nix Advertisers’ Verification If They Don’t Spend More

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Twitter Threatens to Nix Advertisers’ Verification If They Don’t Spend More
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Twitter (now X) threatens advertisers with losing verification and impersonation if they don't spend enough money. This comes as neo-Nazis and white supremacists overrun the platform, causing concern for advertisers.

The outline of the iconic blue Twitter bird logo is visible on a sign in front of X headquarters on July 26, 2023, in San Francisco, California.Instead of banning neo-Nazis and white supremacists who have overrun Twitter and caused concerns for advertisers on the platform, the company is threatening advertisers, saying that if they don’t spend a certain amount of money each quarter, they could risk losing their verification and being impersonated on the platform.

Losing their verification could be costly, as it could allow people to create accounts impersonating the brand, with potential consequences outside of the platform. A particularly well-known instance of thisshortly after Elon Musk took over and made it so that anyone could obtain a blue check mark, a system that has been used for years to verify the identity of notable users’ accounts.

In November, an account with a blue check mark pretending to be pharmaceutical company Eli Lilly made waves when it tweeted, “We are excited to announce insulin is free now.” Though the tweet was fake and was removed by Twitter hours later, the damage was already done — Eli Lilly pulled all of its advertising from the platform,

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