Per BI:

Advertisers plan to boycott Twitter if Elon Musk allows Donald Trump back on the platform after he took control on Thursday night, The Wall Street Journal reported.

After paying $44 billion to close the deal he tried to walk away from, Musk swiftly fired four top executives including CEO Parag Agrawal and finance chief Ned Segal.

Advertisers are now weighing in as concerns over former President Donald Trump being reinstated grow.

Kieley Taylor, the global head of partnerships at advertising agency GroupM, told The Journal that letting Trump tweet again would be a red line for some major brands.

About a dozen of the agency's clients had asked to pause their ads on Twitter if the former president did make a return, and Taylor expected more to be in contact if his permanent ban was lifted, the newspaper reported.