Paris Hilton's Media Company Halts Advertising on X, Just One Month After Announcing a Promising Collaboration with the Platform

Paris Hilton's company 11:11 Media has withdrawn an advertising campaign from Elon Musk's X platform just one month after announcing an exclusive partnership, joining other brands in halting ad spending on the site formerly known as Twitter due to concerns about antisemitism and pro-Nazi content. "11:11 Media made the decision to immediately pull the campaign from the platform," said Bruce Gersh, president and COO of 11:11 Media, in a statement to CNN on Tuesday.

Hilton's decision to withdraw its advertising deals a significant blow to X and its CEO, Linda Yaccarino, who announced a major partnership with Hilton just last month. The deal was hailed as a long-term, "official partnership" aimed at creating new initiatives in video, live commerce, and more, and included a revenue-sharing agreement. Despite Musk's tumultuous leadership, Yaccarino, a former NBCUniversal advertising chief, had touted Hilton as the "queen of pop culture" and described the partnership as the start of a new era exclusively on X.

A Hilton spokesperson declined to comment on whether the suspension of the 11:11s ad campaign also signified the end of Hilton's partnership with X. Similarly, a spokesperson for X did not respond immediately.

Hilton continues to be active on the platform through her personal account, @ParisHilton, where she has gained 16.6 million followers.

11:11 Media's decision to withdraw its advertising campaign from X is a result of other brands also pausing their ad spending on the platform due to concerns about pro-Nazi content and Musk's endorsement of an antisemitic conspiracy theory. IBM stopped its ad spend on X after a report revealed its ad had run alongside pro-Nazi content. Following this, major brands such as Disney and Paramount also halted their ad spending on X without specifying their reasons.