Since Elon Musk snagged X two years ago, he’s been on a tear against advertisers, even telling them to “go fuck themselves.” Advertisers, unimpressed, publicly slammed the platform and leaked their plans to cut off funding. They treated Musk’s tantrums as empty threats. Then he sued their top trade group, and suddenly, the silence was deafening.
No one wants to put their neck on the line. Neither the World Federation of Advertisers, the ANA, WPP, Unilever, Mars, Orsted and more have yet to comment publicly on what many observers believe is a worrying turn of events — and they’re right in the thick of it.
The “shift” in question is the unraveling of the Global Alliance of Responsible Media (GARM), a voluntary committee setting industry standards. Its overseers at the WFA made the call to dissolve it after Musk’s lawsuit accused GARM of acting like a mob. “The decision was not made lightly,” Stephan Loerke, CEO of the WFA, told members in an email first reported by Business Insider and later seen by Digiday. But with GARM being a not-for-profit with limited resources, there was no alternative.
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The original post is at Marketing Archives – Digiday
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