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Airlines reassess presence on Elon Musk's rebranded social media platform

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Airlines reassess presence on Elon Musk's rebranded social media platform
Policy
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Austrian Airlines | Austrian Airlines

In October 2022, Elon Musk acquired Twitter and rebranded it as X. Musk, who described himself as a "free speech absolutist," aimed to relax the platform's policies on hate speech and disinformation. This shift in policy has led some airlines to reconsider their presence on the platform due to concerns about content that may not align with their values.

Several airlines have suspended or altered their activities on X following these changes. Austrian Airlines and Eurowings, both part of the Lufthansa Group, have notably exited the platform. Austrian Airlines cited an "increasing spread of hate, agitation, and disinformation" as reasons for its departure. Despite these exits, other airlines like Lufthansa continue to maintain active profiles on X.

Elon Musk's political activities in 2024 and 2025 have also influenced perceptions of his brand. In Germany, Musk was criticized for allegedly interfering in the country's federal elections. NPR reported that Musk had previously criticized Twitter's policies aimed at monitoring online abuse and misinformation.

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The financial aspect of maintaining a presence on X has become another factor for consideration. Changes implemented by Musk include placing the platform's application programming interface (API) behind a paywall and introducing charges for gold verification marks that were once free. Business Insider reported that API costs could amount to tens of thousands of dollars monthly, prompting Air France and KLM to end customer service via X.

While some airlines have departed from X entirely or ceased customer service interactions, others like Delta and British Airways continue to engage with users through verified accounts. The landscape remains mixed; many airlines have reduced activity but retained their accounts.

Globally, government censorship has impacted airline activity on X in countries like Russia and China where access is restricted or banned altogether. For instance, Aeroflot stopped posting after Russia blocked Twitter following its invasion of Ukraine in March 2022.

Despite these challenges, most airlines still maintain a presence across multiple social media platforms such as Facebook, LinkedIn, Instagram, and TikTok which they find more aligned with their corporate values.

Airlines' decisions regarding their use of X reflect a complex interplay between content moderation concerns under Musk's leadership and financial considerations related to platform usage costs. The future will reveal whether more airlines choose to exit or adapt their strategies concerning this evolving social media landscape.

Organizations Included in this History
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