A small brand safety initiative is ceasing operations — days after being targeted by social media platform X in a lawsuit alleging the group helped coordinate a “massive advertiser boycott” after billionaire Elon Musk bought the company in 2022. The World Federation of Advertisers has confirmed that it’s discontinuing its Global Alliance for Responsible Media initiative. X, formerly Twitter, sued the World Federation of Advertisers and member companies Unilever, Mars, CVS Health and Orsted on Tuesday. The lawsuit, filed in federal court in Texas, took particular aim at GARM. The end of GARM’ may mark a victory for X right now, but the company could still face a lengthy battle in court with the group of advertisers it’s sued.
