Elon Musk said conspiracy theorist Alex Jones would be reinstated on X, a sharp reversal from the billionaire’s previous position that comes as he openly battles advertisers over their concerns about toxic content on the platform.

Musk late Saturday night Pacific time announced the reversal of the platform’s five-year-old ban on Jones after running a user poll on X about whether to reinstate him. Musk had said earlier Saturday that the reason for rescinding the ban, if the X voters approved, was to foster free speech.