X is placing ads for brands like the NFL and MLB next to unhinged conspiracy theories about Jewish people and 9/11

X (formerly known as Twitter) has been placing ads for major brands like the NFL, MLB, T-Mobile, and eBay alongside content pushing unhinged conspiracy theories about Jewish people orchestrating the 9/11 attacks. Despite X CEO Linda Yaccarino’s recent claims that her company “opposes antisemitism in all its forms” and “will always work to fight it,” these placements serve as another warning to advertisers about the hollowness of her promises.

Antisemites have long alleged that nefarious Jewish forces are secretly behind world events, including the 9/11 attacks.

Media Matters and other observers have documented how X has remained a dangerous cesspool, especially for advertisers. Since Musk took over the company, X has placed ads for numerous brands directly on pro-Hitler, Holocaust denial, white nationalist, and neo-Nazi accounts.

In recent weeks, X owner Elon Musk has given fuel to antisemitism on the platform by showing support for the “#BanTheADL.”

Yaccarino has attempted to do damage control by claiming that “X opposes antisemitism in all its forms.” In a post to the platform, she also wrote, “Antisemitism is evil and X will always work to fight it on our platform. And X is also always open to proactively working together in that fight with all groups.” She recently told CNBC that companies are “protected from the risk of being next to” toxic content.

But Media Matters found on September 11 that X has been placing ads for numerous brands next to openly antisemitic content, including the hashtag “JewsDid911.” (In some instances, that hashtag also appeared next to the Musk-promoted “BanTheADL” hashtag.) Ads appearing next to antisemitic claims about 9/11 included:

Here are two examples of how those ads appeared:

X is placing ads for brands like the NFL and MLB next to unhinged conspiracy theories about Jewish people and 9/11

Steve Bannon: “I'm very opposed to this war”

Brian Kilmeade on Iran ceasefire talks: “We can't leave this conflict with the uranium in the ground and the strait in Iran's hands”

Newsmax host on gender and aliens: “You never have seen an alien peeing standing up in a movie”

Newsmax host: “There's an argument to be made, and I think it is a point to be made, that the ceasefire has given Iran a much needed break, time to come up for air in the middle of all this”

Responding to a comment about a family member marrying a Jewish person, Fuentes says, “Unironically, you have to sabotage the marriage. … By any means -- I’m not even joking, you just have to.”

Twitter / X

Diversity & Discrimination

Antisemitism