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X Files Antitrust Lawsuit Against Major Advertisers for Alleged ‘Illegal Boycott’.

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X Files Antitrust Lawsuit Against Major Advertisers for Alleged ‘Illegal Boycott’.

X, the social media platform formerly known as Twitter, has recently ignited a major legal battle with a high-profile antitrust lawsuit against several major advertisers. The lawsuit, filed on August 6, 2024, accuses Unilever, Mars, CVS, Ørsted, and numerous other prominent brands of orchestrating an “illegal boycott” designed to withhold billions of dollars in advertising revenue from X. This legal action highlights broader issues in the advertising industry, including the influence of industry organizations and the balance of power between platforms and advertisers. Background and Context The legal conflict centers around X’s allegations that these advertisers participated in a coordinated effort to damage the platform's financial stability. According to X, this boycott was organized through the World Federation of Advertisers (WFA) and its Global Alliance for Responsible Media (GARM) initiative. GARM, an industry-wide initiative, aims to promote responsible media practices and re…

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