Hyundai, one the world's third-largest automaker, has halted its advertising campaign on Elon Musk's social media platform, X. 

This decision comes after a sponsored post from Hyundai appeared alongside antisemitic and pro-Nazi content on the platform.

Hyundai Halts Ads on X Amid Brand Safety Concerns

Hyundai confirmed Wednesday this pause in a statement to NBC News, expressing concerns about brand safety. 

"We have paused our ads on X and are speaking to X directly about brand safety to ensure this issue is addressed," the company stated. 

Nancy Levine Stearns, a freelance journalist, first brought attention to the issue in a post on X.

She shared a screenshot showing a Hyundai ad running alongside posts promoting Holocaust denial and antisemitism.

"NEW: Hyundai Motor America spokesperson emailed me today about its ad on X appearing on a verified "Premium" account that posts pro-Hitler, antisemitic content," the post read.

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X Platform Faces Scrutiny Over Pro-Nazi Accounts

This discovery sparked discussions about brand safety on X, particularly concerning its policies regarding hate speech and extremist content.

Joe Benarroch, head of business operations at X, acknowledged Hyundai's pause and indicated ongoing discussions with the automaker's marketing team to enhance brand safety controls. 

X has also suspended the account responsible for the antisemitic posts, citing violations of its policy against abusive profiles.

The platform has faced criticism for hosting pro-Nazi and antisemitic content, leading to a backlash from advertisers and advocacy groups.

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