“For Two Years We Tried Peace, Now It’s War” – Musk

American entrepreneur Elon Musk's social media platform X has filed a lawsuit against the Global Alliance for Responsible Media (GARM), an association of brands and advertising agencies, as well as the World Federation of Advertisers, accusing them of “systematically illegally boycotting” the platform. This was stated by X's CEO Linda Yaccarino.

Musk wrote on X: “For two years we tried peace, now it’s war.” He suggested that any company subjected to “a systematic boycott by advertisers” should take legal action.

In addition to the associations, lawsuits have been filed against their individual members, including companies mentioned by the Financial Times such as Unilever and Mars, as well as the American CVS Health pharmacy chain. According to Yaccarino, the actions of these companies have harmed not only the social media platform but also its users.

“All these actions contradict the one-sided interests of advertisers; economically, they only make sense to advance a conspiracy that has been carried out with the belief that rival advertisers are doing the same,” reads the complaint, the text of which was quoted by Axios.