Brandisher Posted August 9 Share Posted August 9 In a surprising turn of events, the Global Alliance for Responsible Media (GARM), a prominent coalition of advertisers, has dissolved. This development comes in the wake of a lawsuit filed by Elon Musk’s social media platform, X—a legal battle which the organization reportedly said it wasn't able to fund. The suit accused GARM and the World Federation of Advertisers of conspiring to withhold billions of dollars in advertising revenue. GARM, established in 2019 by the World Federation of Advertisers, provided guidelines for brand safety controls. These guidelines helped advertisers prevent the display of harmful content next to their ads on social media platforms. However, X claimed that GARM was behind an “illegal” advertising boycott that took place in 2022. The lawsuit has had significant repercussions. GARM’s dissolution is seen as a victory for X, with X’s CEO, Linda Yaccarino, celebrating the end of GARM. However, some industry experts warn that this might backfire for X. They argue that advertisers may now be less likely to advertise on X, fearing they could be targeted in the future. This legal battle has sent ripples through the advertising industry, with many waiting to see how it will reshape the landscape. As the dust settles, one thing is clear: the impact of this lawsuit will be felt for years to come. Read more: https://www.adweek.com/media/wfa-shut-down-garm-x-lawsuit/ https://digiday.com/marketing/elon-musks-lawsuit-shatters-garm-revealing-industrys-fracture-and-fear/ https://www.bloomberg.com/news/articles/2024-08-08/advertising-group-shuts-down-after-elon-musk-s-x-files-lawsuit https://www.campaignasia.com/article/wfa-dissolves-brand-safety-coalition-garm-following-x-lawsuit/497646 https://sea.mashable.com/tech/33762/how-elon-musk-and-xs-decision-to-sue-advertisers-may-have-just-backfired Image: Frédéric Legrand | Dreamstime.com Quote Link to comment Share on other sites More sharing options...
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