A record number of advertisers are planning to exit X next year for fear of being associated with extreme content, hitting Elon Musk's efforts to turn around the company's finances, according to the Financial Times. According to a global survey of industry executives by analytics group Kantar, 26% of marketers plan to cut ad spend on X in 2025, the biggest drop on record for the world's major ad platforms. Big brands have been pulling out of X since Musk took over in 2022 and decided to loosen moderation of content in the spirit of free speech. Advertisers' trust in the platform has plummeted over the past year, with only 4 per cent of marketers saying ads on X are "brand safe", compared with 39 per cent at Google, according to the survey.