The largest cosmetics manufacturer in the world, L’Oréal, has cut back on its Twitter advertising and is the newest business to “quietly depart” the social media site following Elon Musk’s $44 billion purchase.

Musk has made an effort to reassure advertisers by posting an open letter on October 28 that states: “Twitter obviously cannot become a free-for-all hellscape where anything can be said with no consequences!”

Big brands are reportedly concerned that Musk’s Twitter will unleash a flood of inappropriate content & hence they continue to evaluate their interactions with Twitter despite this.