South Korea's Hyundai said on Friday that it had paused advertising on X, formerly known as Twitter, and is speaking to the Elon Musk-owned social media platform directly about brand safety issues. It was not immediately clear why the auto giant had paused the advertisements on the site, and Reuters has sought a comment. Meanwhile, X did not immediately respond to a Reuters' request for comment. Last November, the White House condemned Musk's endorsement of what it called a "hideous"