Twitter is making companies pay for check marks to advertise

The new advertising policy has caused some digital marketing businesses to change strategy. 

“We are already moving budget away on projects launching next week, with the uncertainty on whether clients want verification, or how long it will take to go process,” said Tom Davenport, managing director of UK-based media agency Digital Marketing Specialist Ltd. 

Revenues from advertising waned after Musk’s takeover, with the SpaceX and Tesla boss’s online activity causing concerns for the platform’s brand safety. Several large media agencies advised clients to suspend campaigns. 

After Twitter removed legacy blue checks on accounts on Thursday, Musk disclosed that he was “personally paying” for the Twitter Blue subscriptions of three accounts: those of basketball player Lebron James, author Stephen King, and actor William Shatner.

Twitter did not meaningfully respond to a request for comment.