Paris Hilton’s entertainment company 11:11 Media, the heir to the Hilton hotel empire, unexpectedly decided to remove an exclusive advertising campaign from South African billionaire Elon Musk’s X social network platform, CNN reports.

The Hilton-owned company joined a wave of brands that recently announced they would no longer advertise on “X,” formerly Twitter, following controversy over anti-Semitic content posted on the platform and comments by Elon Musk.

“11:11 Media has made the decision to immediately remove its campaign from the platform,” said Bruce Hersh, the company’s CEO and president.

The decision comes as more of a surprise to Musk and his platform since Linda Jaccarino, CEO of X, announced a major advertising partnership with Hilton last month.

The deal, which Jaccarino described as a long-term “official partnership,” was intended to create a “launch pad for new video and live video initiatives, live commerce and more,” according to the Twitter boss.

The agreement also provided for a way for the two companies to share mutually generated revenues. A Hilton representative contacted by CNN declined to comment on whether X’s withdrawal of the “11:11” ad campaign also marks the end of the overall partnership between the two parties.

However, Hilton remains active on the social media platform with her personal account boasting over 16.6 million followers.

“X” is giving Elon Musk more and more headaches

The decision of the entertainment company Hilton was made after such big names as IBM, Apple, Disney, Paramount, Comcast or Warner Bros. announced that they would be removing their ads from “X” due to concerns about Nazi and anti-Semitic content appearing alongside their ads, as well as a heavily criticized comment made last week by Elon Musk.

The White House even criticized the tech billionaire after he suggested on “X” that Jews promote hatred of whites.

Last Wednesday, Musk responded to a post that claimed Jews were promoting “white hatred,” commenting, “You’re absolutely right.”

A day ago, a group of US congressmen published a letter addressed to Musk and Jaccarino, in which they accuse the social media platform of receiving financial profits from publications that incite hatred against Jews.

Musk, in turn, announced that “X” would sue Media Matters, a left-wing NGO that exposed the display of Nazi and anti-Semitic content alongside corporate ads.

The tech entrepreneur bought Twitter last October in a deal that paid $44 billion. According to analysts, the company is now worth less than half of that amount.