World Federation of Advertisers Discontinues Brand Safety Initiative After Lawsuit
Global Alliance for Responsible Media to Cease Operations
Antitrust Lawsuit by Elon Musk's X Blamed for Shutdown
The World Federation of Advertisers (WFA) has announced the discontinuation of the Global Alliance for Responsible Media (GARM), a small brand safety initiative, following a lawsuit filed against it by Elon Musk's social media company, X.
The lawsuit, which was filed earlier this week, accuses GARM of coordinating a boycott of X by major advertisers. X alleges that GARM's actions have harmed its business and violated antitrust laws.
The WFA said in a statement that it made the decision to discontinue GARM's activities after "careful consideration" of the lawsuit and its potential impact on the organization.
"We regret that we have had to take this step, but we believe it is in the best interests of the WFA and our members," the statement said.
The lawsuit is the latest in a series of legal challenges facing X. The company has also been sued by the U.S. Federal Trade Commission and the California Attorney General over allegations of antitrust violations.
The shutdown of GARM is a blow to the advertising industry's efforts to crack down on misinformation and hate speech on social media. The alliance had developed a set of guidelines that advertisers could use to make decisions about where to place their ads.
However, it remains to be seen whether X's lawsuit will have a broader impact on the advertising industry. Some experts believe that the lawsuit could discourage other companies from developing similar initiatives.
In conclusion, the World Federation of Advertisers' decision to discontinue the Global Alliance for Responsible Media is a significant setback for the advertising industry's efforts to promote brand safety. It remains to be seen whether X's lawsuit will have a broader impact on the industry, but it is clear that the company is not afraid to use legal action to protect its business.
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