Key facts
- X and the World Federation of Advertisers (WFA) have settled litigation.
- The dispute stemmed from X's lawsuit alleging an illegal boycott by advertisers via the WFA's Global Alliance for Responsible Media (GARM).
- A federal judge had previously dismissed X's antitrust lawsuit, finding no demonstrable harm under federal competition laws.
- The WFA has permanently discontinued the GARM initiative.
- Both organizations stated they are aligned on the benefits of brand-safety innovation.
X, the social media platform formerly known as Twitter, and the World Federation of Advertisers (WFA) have settled a multiyear legal battle that stemmed from X's allegations of an illegal advertiser boycott. X had sued the WFA and several major companies, claiming they orchestrated a boycott through the Global Alliance for Responsible Media (GARM) following Elon Musk's 2022 acquisition of the platform. Advertisers had expressed concerns about brand safety and the placement of ads alongside harmful content after X overhauled its content moderation policies.
A federal judge had dismissed X's antitrust lawsuit in March, ruling that the platform failed to demonstrate harm under federal competition laws, though X appealed the decision in April. In a joint statement, the WFA and X announced they are putting the litigation behind them, resetting their relationship. The WFA also confirmed the permanent discontinuation of the GARM initiative on August 9, 2024, stating it would not revive it or a similar program. Both organizations affirmed a shared commitment to freedom of speech and noted that brands, platforms, and consumers benefit from brand-safety innovation.