Elon Musk, the controversial owner of ad-funded platform X, has followed through on his threat to sue a global alliance of advertisers over alleged antitrust activity.
His company filed the federal lawsuit today in the U.S. District Court for the Northern District of Texas against the Global Alliance for Responsible Media (GARM), targeting its members CVS Health, Mars, Orsted, Unilever, and the trade body behind it, the World Federation of Advertisers (WFA). GARM didn’t immediately respond to a request for comment.
CEO Linda Yaccarino announced the lawsuit in an open letter to advertisers, stating it was “not a decision we took lightly, but it is a direct consequence of their actions.”
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