A coalition of civil rights groups is escalating a call for brands to halt spending on the platform in light of what they see as inflammatory rhetoric and problematic policy changes from the company’s new owner.

The coalition, dubbed #StopToxicTwitter, consists of organizations including Media Matters, Free Press, Accountable Tech and Color of Change.

Twitter gets over 90% of its revenue from advertising, though Musk has said there will be new subscription offerings with premium features. For now, ads are required to pay the bills, and Musk acknowledges that the activists are having a measurable impact.