Advertisers will be nervous of using Twitter if Elon Musk prioritises free speech over potential online harms, Sir Martin Sorrell has said.
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The advertising veteran told the BBC firms "don't want their brands near controversial content", so they may be anxious using the platform in future.
Elon Musk vowed to relax content restrictions after he struck the $44bn takeover deal.
He has previously described himself as a "free speech absolutist".
The billionaire has been vocal in his criticism of Twitter's policies on moderating content, arguing that it needs to be a genuine forum for free speech.
"Free speech is the bedrock of a functioning democracy, and Twitter is the digital town square where matters vital to the future of humanity are debated," he said on announcing the deal.
However, Sir Martin, who founded the advertising giant WPP, said big consumer brand manufacturers including Unilever had in the past boycotted advertising on Twitter, Facebook and Instagram over concerns about their handling of misinformation and hate speech.
Publicis Media UK's chief executive Sue Frogley also told the BBC that the potential to invite back individuals who had previously published hate speech on the platform was a "big concern".
"We [Publicis Media] have a responsibility to keep the brands we work with safe and align them with partners and channels with a similar ethos, and the highest safety and trust standards," she added.