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Elon Musk is taking legal action against the Global Alliance for Responsible Media (GARM), accusing the group of violating U.S. antitrust laws by allegedly orchestrating a boycott against his platform, X (formerly Twitter). GARM, which aims to help advertisers avoid harmful social media content, includes major companies like P&G and Unilever, as well as social media giants such as Meta Platforms (Facebook), Alphabet (Google and YouTube), and TikTok
The lawsuit claims that GARM coordinated the boycott due to concerns over brand safety standards. Musk argues that his platform upholds free speech, allowing diverse viewpoints. X CEO Linda Yaccarino commented, “When the marketplace of ideas is undermined and certain viewpoints are suppressed through an illegal boycott, people are harmed. This behavior tarnishes a great industry and must not continue.”
Critics of social media argue that the platforms have failed to effectively moderate offensive content, turning them into uncontrollable spaces. The lawsuit has been filed in Texas, where Musk’s company Tesla is headquartered, and the outcome remains uncertain. Musk’s support for Donald Trump and his strong Republican backing add an intriguing layer to the case.
It’s unusual to see a media owner suing advertisers for choosing not to advertise, raising questions about the potential implications for the industry.