At least one major company has stopped running ads on the social networking site.
GeneralMotors told CNBC it is pausing advertising on the platform as it looks at the new leadership of Musk.
We are looking at the direction of the platform under the new owners. We have paused paid advertising due to a change in the media platform. The company said in a statement to CNBC that customer care interactions will continue on the micro-blogging site.
Insider didn't immediately reach GM for comment.
Musk was given the keys to the company on Thursday after months of legal battles.
Some companies that advertise on the platform are said to be wary of him.
If Donald Trump is allowed to return to the platform, major advertisers will stop spending on it, according to an executive at GroupM.
In a message to advertisers on Thursday, Musk assured them that they can't become a free-for-all hellscape where anything can be said with no consequences.
GM is one of the first companies to say that it stopped advertising on social media.
The company plans to phase out pas- powered cars by the year 2035.
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