Elon Musk’s X joins forces with Rumble to sue advertisers for boycott

Elon Musk X’s social media platform, formerly known as Twitter, has filed an antitrust lawsuit against the Global Alliance for Responsible Media (GARM), which he accuses an international advertising group whose goal is to boycott companies by withholding advertising revenue in order to put pressure on Company X and limit consumer choice.

This a lawsuit follows a mass advertising exodus that followed Elon Musk’s takeover of then-Twitter and a change to its content policy guidelines that left many advertisers concerned about their products appearing alongside content that had previously been banned from the platform. Those content policy changes, which expanded the scope of content allowed on now-X, caused many advertisers to pause or completely withdraw all ad spending.

Now, X Corp CEO Linda Yaccarino has announced in a new video on her personal X account that X will be suing the international advertising group for its key advertisers’ involvement in a conspiracy to boycott X and other unpopular social media platforms. Rumble also accused GARM use of “universal standards aimed at persuading advertisers to boycott Rumble and other platforms.“

X and Rumble seek permanent injunction against “further proceedings, damages, interest and legal costs and other compensation.“