Concerns that the Elon Musk-era Twitter is not a brand-safe place for advertisers appear to have been well founded, as companies such as Microsoft, Disney, Adobe and the Telegraph found themselves appearing alongside a neo-Nazi propaganda film last week.

Axar.az reports that Europa said that The Last Battle is pitched as a documentary, but is described by the Anti-Defamation League as a "World War II revisionist film ... that claims Jews deliberately caused both World Wars".

But this has not stopped brands algorithmically being placed alongside it on Twitter. Users were able to find household names such as Harper Collins, the NBA, Sony Music, Qatar Airways, Monzo and more reportedly appearing alongside the anti-Semitic film.