The federal government wants to punish new Twitter CEO Elon Musk’s support for free speech by pausing its advertisements on the social media platform.

Ottawa’s so-called “media agency of record,” Cossette, advised the federal government on Friday to “pause activity immediately and monitor the situation” at Twitter.

Cossette cited the mass layoffs at Twitter following Musk’s takeover and the new CEO’s plans to change moderation. It said there’s a “heightened risk of brand safety,” according to an internal document seen by CBC News.

Twitter users have long hoped a Musk will translate into more free speech on the platform and fewer arbitrary bans.

Last week, Musk said he would form a moderation council of “widely diverse viewpoints.”

“No major content decisions or account reinstatements will happen before that council convenes,” Musk wrote on Twitter.

The Tesla and SpaceX CEO also said he bought Twitter to support a “common digital town square.”

Following Musk’s takeover, Twitter laid off 50% of its staff. The layoff came despite a letter from Twitter employees to Musk, ahead of his takeover, melting down over the prospect that there might be layoffs. 

According to CBC, Cossette now claims to be concerned with Twitter’s moderation and brand safety, meaning it does not want advertisements placed on the site to be negatively impacted by Twitter’s reputation. 

Cossette’s internal guidance document further said that Tuesday’s US midterm elections could result in “a lot of focus on the platform for abuse.”

According to its most recent annual report, the federal government spent over $3 million on Twitter ads through Cossette from 2020-21.

General Mills, General Motors, Pfizer and Volkswagen will also punish Elon by pausing advertisements on Twitter in the wake of Musk’s takeover. 

Musk said “activist groups” are pressuring advertisers to drop Twitter and attempting to “destroy free speech in America.”