Buying ads on Twitter is ‘high-risk’ according to the world’s biggest ad agency

Twitter may be in big trouble when it comes to generating advertising revenue: GroupM, part of WPP, the world’s biggest ad company — and Twitter’s biggest spender — is reportedly telling its clients that buying ads on the platform is “high-risk,” according to Platformer Digiday. It is therefore the Dritte Advertising juggernaut advising large corporations that they might be interested in taking their money somewhere else, after Omnicom Media Group and IPG Both are highly recommendedPausing advertisement on the platform

GroupM works with companies like Google, L’Oréal, Bayer, Nestle, Unilever, Coke, and Mars. If you’ve ever seen This graphic about how a few brands make pretty much everything you buy at the grocery store, you’ll notice a lot of Venn diagram overlap with GroupM’s list of clients.

GroupM is reportedly concerned about several specific things following Elon Musk’s takeover of Twitter; in a document, it cites the Many Twitter executivesLeave or being fired (especially those in charge of safety, security, and compliance), the wave of high-profile impersonations by “verified” users, and also raises concerns about Twitter’s abilities to Follow the Federal Trade Commission’s instructions. If Twitter wants to lose its high-risk label, there’s several things GroupM reportedly wants to see, according to a document viewed by Digiday and a Slack message from Twitter’s agency partnerships lead seen by Platformer. The following items are included in the list:

GroupM didn’t immediately respond to The Verge’s request for comment. Twitter doesn’t have a communications department available to handle such requests. The internal message as seen by Platformer says that Twitter is “working through” GroupM’s requirements with leadership.

While Musk has said that he wants to wean Twitter off its reliance on advertising for revenue, he’s not there yet. For one, a lot of people can’t even buy the company’s premium Blue subscription service right nowBecause the program was temporarily suspended by the company. Musk Has said that Twitter is burning through around $4 million a day, and he’s also You owed it hefty interest paymentsThe debt that he used in order to purchase the property. Twitter needs money if it wants to keep going — but it seems that advertisers are increasingly hesitant to provide it.