A brand safety initiative, the Global Alliance for Responsible Media (GARM), is shutting down following a lawsuit filed by social media platform X. The World Federation of Advertisers confirmed the discontinuation of GARM, citing recent allegations that misrepresented the initiative's purpose and activities. The lawsuit accused GARM of coordinating a massive advertiser boycott after Elon Musk's acquisition of the company in 2022, leading to a distraction and financial strain on GARM.
X, formerly Twitter, sued the World Federation of Advertisers and several member companies, alleging that GARM's actions contributed to an advertising pause post-Musk's acquisition. The lawsuit claimed that advertisers collaborated with GARM to withhold billions of dollars in advertising revenue from the company, alleging violations of antitrust laws based on findings from the U.S. House Judiciary Committee.
