Elon Musk‘s decision to impose Twitter rate limits has raised concerns among advertising experts, potentially undermining the efforts of Twitter’s new CEO, Linda Yaccarino, to attract advertisers.

Musk’s move aims to combat data scraping and manipulation, but users and advertisers have faced obstacles as they are unable to view tweets, including those from corporate advertisers, Reuters reported.

This poses a significant challenge for Yaccarino, who has been working to repair relationships with advertisers since Musk acquired Twitter last year.

Experts believe that this action further deepens the advertiser trust deficit and hampers Yaccarino’s ability to generate ad revenue and improve the company’s value.

The rate limits could have a catastrophic impact on Twitter’s ad business, making it even more difficult to convince advertisers to return.

While the limits seem effective in blocking data scraping, they present a hurdle for Twitter’s advertising strategy.