Elon Musk free speech U-turn ahead of Twitter swoop

Elon Musk stated that Twitter cannot become a “free-for-all hellscape” as he approached the social media giant.

In an apparent turnaround after previously talking about a “freedom of speech” that “hated advertising,” the billionaire stepped in to reassure marketing executives.

In a letter posted to Twitter titled “Dear Twitter Advertisers,” the chief executive of electric car maker Tesla wrote: “Twitter cannot, of course, become a free-for-all hellscape where anything can be said without consequences.”

He added that Twitter “aspired to be the most respected advertising platform in the world that strengthens your brand and grows your business.”

The comments — ahead of a deadline to complete the on-off acquisition today — came when he changed his Twitter bio to “Chief Twit” and posted a video of himself using a sink in the company’s San Francisco headquarters. The move is an attempt to satisfy advertisers who account for the bulk of Twitter’s £4.3 billion annual revenue. And the comments are in stark contrast to earlier in the year when

Musk said he wanted to buy the platform to restore free speech and suggested that accounts like Donald Trump’s, which had been banned by Twitter, should be reinstated. Musk considers himself a “free speech absolutist.” He believes that individuals should be able to express themselves freely on matters without any restriction on speech by governments or the state.

But this would have made advertisers nervous.

Musk now has the difficult task of convincing advertisers to partner with a company he publicly accused of lying about fake accounts and its cybersecurity practices while trying to wring out of his agreement to acquire the company.