Experts suggest that Twitter's new paid account verification service, Twitter Blue, has attracted imposters who spread misinformation, leading to concerns of major brands further pulling back from the platform. 

The move to boost profits by removing blue check marks from accounts and charging users for verified status has affected Twitter's reliability. Companies and organisations like New York City Metropolitan Transportation Authority (MTA) have stopped tweeting due to concerns of impersonation. 

Imposter Twitter accounts have tarnished the online reputations of various companies such as Nintendo Co Ltd and Lockheed Martin Corp.  As a result, brands stopped ads on Twitter, and more companies may follow suit if Twitter does not implement a stringent user verification model.