A “reasonable esthetic standard” will be applied to advertising on the platform, Musk said in a post, though he didn’t elaborate. He has a contentious history with the advertisers who keep the lights on: Shortly after Musk took control of Twitter, major ad groups recommended that clients pause campaigns on the platform, citing brand safety concerns. Musk later told them to “go fuck [themselves]” in the midst of an advertiser boycott in 2023.