Brands spending the minimum on X ads to keep Elon Musk happy

“It’s whatever amount is enough to stay off the naughty list,” said Lou Paskalis, chief executive of marketing consultancy AJL Advisory and a former media executive at Bank of America. “It’s not because the brand safety risk has gone away.

But the far greater risk is that a comment [from Musk] in the press sends your stock price tumbling, and instead of a multimillion-dollar risk you’re facing a multibillion-dollar risk.”