More than a month after announcing a major commerce deal with X, formerly Twitter, Paris Hilton‘s media company has suspended their advertising campaign with the Elon Musk-owned social media platform.
11:11 Media’s decision to halt ads with X follows a report by the watchdog group Media Matters, which said it found ads for brands like Apple, Bravo, and Amazon on X alongside white nationalist content.
“11:11 Media made the decision to immediately pull the campaign from the platform,” said Bruce Gersh, 11:11 Media’s president and chief operating officer, on Tuesday, per CNN.
X CEO Linda Yaccarino announced the deal with Hilton in earlier October, tweeting, “The queen of pop culture, music, business, and TV is #Sliving on X,” while welcoming Hilton to the “@X family.” Yaccarino also touted that the social media company and Hilton had plans to “create a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more.”
The Verge previously reported that the revenue sharing partnership with Hilton’s entertainment company and X had included 4 video content programs a year with live shopping that would let viewers “browse through a catalog of products and then click through to the site to make a purchase via our in-app browser,” according to a company spokesperson.
Following the report from Media Matters, X advertisers Disney, Apple, Lionsgate, Comcast/NBCUniversal, and IBM have severed ties with the platform, according to Axios.
In response, Musk’s X sued the media watchdog group for defamation, alleging the non-profit “maliciously” tried to drive away advertisers after it published its report.
In a statement to Rolling Stone, Media Matters president Angelo Carusone called the lawsuit “frivolous,” and said it was “meant to bully X’s critics into silence.”