I don't advocate that speech shouldn't have consequences. I advocate that speech shouldn't be blocked. Twitter, or any platform, shouldn't be doing the police work. They should be indifferent to the speech like a telephone company is indifferent on what people speak on the phone and those who create problems should be dealt with appropriately through relevant channels.
If J&J claims that their talc powder is good for you, their false claim shouldn't be deleted by Twitter. Instead, the appropriate authority should take care of it and victims should collect damages. Their tweet should stay there as a relic.