X added several major brands to a massive trial alleging that a group of the advertising industry illegally conspired to boycott the social media platform after being bought by billionaire Elon Musk, according to reports.
The company formerly known as Twitter added Nestlé, Colgate-Palmolive, Tyson Foods, Shell, Pinterest, Lego and Abbott Laboratories on Saturday, alleging that they participated in a global federation of coordinated advertisers (WFA) Boycott of X which The antitrust laws have violated, reported the Wall Street Journal.
These are just some of the X brands say that Musk bought the company in 2022 and has committed to eliminating content restrictions in order to preserve freedom of expression.
Shortly after Tesla CEO began to revise the platform, the Global Alliance for Responsible Media (Garm) – an WFA initiative to keep advertisements from the brands of the harmful content capable of adhering to its standards security.
This communication sparked a “boycott of the massive advertiser who followed,” said X.
Problems with advertisers started shortly after Musk bought the social media company. By 2023, his advertising revenues had decreased sharply while the main actors like Amazon began to take their placement.
The other companies previously appointed in the trial include CVS, the social media company belonging to Amazon Twitch, CVS Health, Mars and the Danish electricity company Orsted.
Unilever was also appointed in the trial, but it was deleted after reaching a regulation with X.
While advertisers jumped from the ship after taking control, Musk said that companies that avoid X could “go yourself.”
X opened his trial in August 2024, and a few days later, WFA put an end to the Garm initiative.
Some companies have returned to X since Musk has made his way in the interior circle of President Trump. Amazon, for example, has increased its advertising presence on the platform, according to the newspaper.
The WFA previously said that X’s trial was missing the organization’s goal and left it financially.
“Garm is a small non -profit initiative, and recent allegations which unfortunately misinterpreted their objective and its activities caused a distraction and considerably drained its resources and finances,” said the group after dissolving Garm.
