Independent media agency Cairns Oneil announced yesterday that it was “pausing all advertising activity on Twitter, effective immediately.”

“The recent changes on the platform are creating harm towards people and have made it unsafe for brands,” said Devon MacDonald, president of Cairns Oneil, in a statement sent to MiC “The increase in racist, homophobic, and anti-semitic content, and more on the platform, have created a space of vitriol and disdain for others. This is not the type of behavior that we can support, or that our clients’ brands can be a part of.”

The agency advised clients to pause all activity on the platform for a minimum of two weeks, or until material changes to protect people are made.

Meanwhile, agency FCB communicated a similar sentiment.

“What we’re telling clients is, unless the audience they want to reach is ONLY available on Twitter, brands should consider temporarily pausing paid Twitter ads and diverting spend elsewhere. Depending on the campaign/ads, they might be seen as tone-deaf for proceeding at present, with risks far outweighing the potential benefits. As for organic, we think brands can continue if there’s a really active, thriving community to continue nurturing. But, proceed with caution. Some of our brands have chosen to temporarily pause organic activity as well,” said in a statement Anastasia Tubanos, FCB’s VP strategy, content practice lead. 

“Overall, we’re continuing to monitor the situation. Come the new year, maybe Musk will surprise us all and turn Twitter into an incredible platform for users and brands. Or…perhaps the worst everyone’s anticipating will happen.”

News sources have also reported that Interpublic Group and Mediabrands have also asked clients to stop Twitter activity.