Automaker General Motors said Friday it has decided to temporarily stop paying for ads on Twitter, becoming the first major advertiser to question its presence on the platform after Elon Musk took over the social network.

• Read also: What will Musk's Twitter look like?

• Read also: Twitter purchase by Musk: Trump's return to Twitter on the horizon

“We are talking with Twitter to understand the direction of the platform under its new owner,” the group said in a message sent to AFP.

“As is normal during a significant change on a media platform, we have temporarily suspended our paid advertising,” adds the company.

GM, however, will continue to respond to customer inquiries on its official Twitter account.

The group is a direct competitor of Tesla, also led by Elon Musk.

But advertisers as a whole avoid being associated with non-consensual content.

However, the new owner of Twitter presents himself as an ardent defender of freedom of expression, making supporters of strong content moderation fear a resurgence of hate speech or misinformation.

Elon Musk tried to reassure advertisers by saying Thursday that he wanted to allow all opinions to be expressed on the site without making it an "infernal" platform where everything would be allowed.

He then announced on Friday that he intended to provide the platform with a “content moderation council with very diverse points of view”, without giving more details for the moment.