The World Federation of Advertisers has confirmed that it's discontinuing its Global Alliance for Responsible Media initiative. In a Friday statement, the advertising group said that recent allegations "unfortunately misconstrue (GARM's) purpose and activities" - adding that this "caused a distraction and significantly drained its resources and finances."
X, formerly Twitter, sued the World Federation of Advertisers and member companies Unilever, Mars, CVS Health and Orsted on Tuesday. The lawsuit, filed in federal court in Texas, took particular aim at GARM's alleged role that X says contributed to an advertising pause after Musk acquired the company for $44 billion in October 2022.
GARM's end may mark a victory for X right now, but the company could still face a lengthy battle in court with the group of advertisers it's sued. And whether any of GARM's digital safety work will continue through the larger World Federation of Advertisers organization was not immediately clear.
#world-federation-of-advertisers #global-alliance-for-responsible-media #social-media-platform-x #advertiser-boycott #lawsuit
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