The discontinuation of the initiative comes after Elon Musk and X filed an antitrust lawsuit accusing the advertising alliance and GARM members Unilever, Mars, CVS, and Ørsted of unlawfully conspiring to boycott X
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ELON MUSK. Elon Musk gestures as he attends the Viva Technology conference dedicated to innovation and startups at the Porte de Versailles exhibition center in Paris, France, June 16, 2023.
MANILA, Philippines – Advertising trade group World Federation of Advertisers said on Thursday, August 8, it was “discontinuing” activities under its Global Alliance for Responsible Media initiative.them, accusing the advertising alliance and GARM members Unilever, Mars, CVS, and Ørsted of unlawfully conspiring to boycott X. The suit alleges GARM persuaded brands to not invest advertising in X following Musk’s acquisition of Twitter in 2022.
GARM is an initiative made in 2019 that aimed to create frameworks to provide common definitions for its members for things like hate speech, brand safety, and misinformation and disinformation. Business Insider added in its report that “the uptake of these frameworks was voluntary – they don’t name or rank any specific platforms – and GARM’s role wasn’t to advise marketers on where to spend their budgets.
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