Elon Musk's Social Media Platform X Files Lawsuit Over Advertiser Boycott

Elon Musk's social media platform X (formerly Twitter) has filed a lawsuit against the World Federation of Advertisers and several companies for allegedly coordinating an advertiser boycott that cost X billions in revenue. The lawsuit claims the boycotts violated antitrust laws. Musk stated on X that it's now 'war' after years of diplomacy.

Elon Musk's social media platform X has initiated legal action against a group of key advertisers, accusing them of orchestrating a large-scale boycott that cost the company billions in revenue and violated antitrust regulations.

The lawsuit was filed on Tuesday in a federal court in Texas against the World Federation of Advertisers and member firms including Unilever, Mars, CVS Health, and Orsted, alleging their Global Alliance for Responsible Media coordinated the boycott following Musk's acquisition of Twitter for USD 44 billion in late 2022.

Musk announced the lawsuit on X, declaring 'now it is war' after two years of fruitless diplomacy, while X CEO Linda Yaccarino attributed the legal move to evidence from the US House Judiciary Committee showing systematic collusion among companies against X. The lawsuit focuses on the aftermath of Musk's Twitter takeover and subsequent disputes over ad placements on the platform.