Elon Musk's X Sues Advertisers over Alleged 'Massive Advertiser Boycott' after Twitter Takeover

Billionaire Elon Musk reacting- File Phot/Reuters
Billionaire Elon Musk reacting- File Phot/Reuters
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Elon Musk's X Sues Advertisers over Alleged 'Massive Advertiser Boycott' after Twitter Takeover

Billionaire Elon Musk reacting- File Phot/Reuters
Billionaire Elon Musk reacting- File Phot/Reuters

Elon Musk's social media platform X has sued a group of advertisers, alleging that a “massive advertiser boycott” deprived the company of billions of dollars in revenue and violated antitrust laws.

The company formerly known as Twitter filed the lawsuit Tuesday in a federal court in Texas against the World Federation of Advertisers and member companies Unilever, Mars, CVS Health and Orsted.

According to Reuters, it accused the advertising group's brand safety initiative, called the Global Alliance for Responsible Media, of helping to coordinate a pause in advertising after Musk bought Twitter for $44 billion in late 2022 and overhauled its staff and policies.

Musk posted about the lawsuit on X on Tuesday, saying “now it is war” after two years of being nice and “getting nothing but empty words.”

X CEO Linda Yaccarino said in a video announcement that the lawsuit stemmed in part from evidence uncovered by the US House Judiciary Committee which she said showed a “group of companies organized a systematic illegal boycott” against X.

The Republican-led committee had a hearing last month looking at whether current laws are “sufficient to deter anticompetitive collusion in online advertising.”

The lawsuit’s allegations center on the early days of Musk’s Twitter takeover and not a more recent dispute with advertisers that came a year later.

In November 2023, about a year after Musk bought the company, a number of advertisers began fleeing X over concerns about their ads showing up next to pro-Nazi content and hate speech on the site in general, with Musk inflaming tensions with his own posts endorsing an antisemitic conspiracy theory.

Musk later said those fleeing advertisers were engaging in “blackmail” and, using a profanity, essentially told them to go away.

The Belgium-based World Federation of Advertisers and representatives for CVS, Orsted, Mars and Unilever didn’t immediately respond to requests for comment Tuesday.

A top Unilever executive testified at last month's congressional hearing, defending the British consumer goods company's practice of choosing to put ads on platforms that won't harm its brand.

“Unilever, and Unilever alone, controls our advertising spending,” said prepared written remarks by Herrish Patel, president of Unilever USA. “No platform has a right to our advertising dollar.”



EU Says Trump Arrival Will Not Impact Big Tech Cases

The logos of mobile apps, Google, Amazon, Facebook, Apple and Netflix, are displayed on a screen in this illustration picture taken December 3, 2019. REUTERS/Regis Duvignau/File Photo
The logos of mobile apps, Google, Amazon, Facebook, Apple and Netflix, are displayed on a screen in this illustration picture taken December 3, 2019. REUTERS/Regis Duvignau/File Photo
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EU Says Trump Arrival Will Not Impact Big Tech Cases

The logos of mobile apps, Google, Amazon, Facebook, Apple and Netflix, are displayed on a screen in this illustration picture taken December 3, 2019. REUTERS/Regis Duvignau/File Photo
The logos of mobile apps, Google, Amazon, Facebook, Apple and Netflix, are displayed on a screen in this illustration picture taken December 3, 2019. REUTERS/Regis Duvignau/File Photo

The European Commission said on Tuesday it was assessing its cases against Apple, Google and Meta and that President-elect Donald Trump's impending arrival in the White House did not affect its commitment to enforcing its laws on big tech.

The European Commission has carried out a series of investigations into US tech firms under its Digital Markets Act and Digital Services Act, which seek to make large platforms adhere to market rules and act against illegal content, according to Reuters.

Meta chief Mark Zuckerberg said Europe was "institutionalizing censorship".

"We have been very clear that no matter which administration is in place in third countries, this will not affect our enforcement work," a Commission spokesperson told the EU's executive's daily briefing.

The Financial Times reported that the European Commission was reassessing its investigations of Apple, Meta and Google in a review that could lead it to scale back or change its investigations that could lead to fines as US groups urge Trump to intervene.

The Commission denied it was carrying out a review.

"What we do have is upcoming meetings to assess maturity of cases, to assess the allocation of resources and the general readiness of the investigation," the spokesperson said.

The spokesperson said that the cases were still being handled at a technical level and so not reached a point at which decisions could be taken.

"Obviously there may be a political reality which puts pressure on the technical work, but we need to distinguish the two stages because we need to have a court-proof investigation," another spokesperson said.