Elon Musk’s social media platform X has filed a lawsuit against the Global Alliance for Responsible Media (GARM), accusing the organization of anticompetitive practices that have allegedly cost the platform billions in lost advertising revenue. The lawsuit marks the latest chapter in Musk’s ongoing conflict with advertisers since he took over X in late 2022.
Musk has long been critical of GARM and certain advertisers, accusing them of attempting to exert undue influence over the content on the platform. In a series of posts on X, Musk described his relationship with advertisers as “a war,” expressing frustration over “getting nothing but empty words” from them.
GARM, commissioned by the World Federation of Advertisers, maintains that its directives are voluntary and non-binding. In response to the lawsuit, GARM stated that it creates voluntary industry standards on brand safety and suitability, which media sellers and ad tech companies can choose to adopt, adapt, or reject.
The Judiciary Committee held a hearing last month to address concerns about anticompetitive collusion in online advertising. Ben Shapiro, a commentator from the Daily Wire, testified during the hearing, and the committee is investigating whether current U.S. laws are sufficient to deter such practices.
Musk’s adversarial relationship with advertisers has been a recurring theme since he took over X. In 2023, during a New York Times event, Musk criticized major brands for trying to “blackmail” him and told them “don’t advertise.” He also used an expletive multiple times, singling out Bob Iger, the CEO of Disney, which had pulled advertising from X.
In June, Musk softened his tone during an advertising event in Cannes, France, stating that his previous comments were directed at “advertisers as a whole” and that he was making a point about free speech. “What is not cool is insisting that there can be no content they disagree with on the platform,” he noted.
The lawsuit against GARM highlights the tension between Musk’s vision for X and the demands of advertisers. Musk’s commitment to free speech has often clashed with advertisers’ desire for
