Rumble and Elon Musk’s X Going After ‘Advertising Cartel’ in Huge Lawsuit

Social media platform X has taken a bold step against what it calls an “advertising cartel” by filing a lawsuit against the Global Alliance for Responsible Media (GARM) and several of its members. This legal action comes in response to allegations of collusion to control online speech, as revealed in a recent House Judiciary Committee report.

The lawsuit, filed on Tuesday, names prominent companies like CVS Health, Mars, Orsted, and Unilever as defendants. X claims these organizations have unfairly discriminated against the platform, leading to an ad boycott.

The complaint argues that these actions “were all against the unilateral self-interest of the advertisers” and only make sense as part of a larger conspiracy.

X CEO Linda Yaccarino didn’t mince words in her open letter about the situation. She stated, “This behavior is a stain on a great industry, and cannot be allowed to continue.” Yaccarino further emphasized the broader implications of the case, saying, “This case is about more than damages – we have to fix a broken ecosystem that allows this illegal activity to occur.”

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The lawsuit has gained momentum, with video-sharing platform Rumble joining the legal battle shortly after it was filed. This development speaks volumes to the far-reaching impact of GARM’s alleged activities on various digital platforms.

At the heart of this controversy is GARM, an initiative created by the World Federation of Advertisers (WFA). GARM established what X and others view as arbitrary standards for content on digital platforms where its members might advertise. These one-size-fits-all standards have reportedly been used to orchestrate advertiser boycotts against platforms like X and Rumble.

The scale of GARM’s influence is staggering. The alliance represents about 90% of global advertising spend, which translates to nearly one trillion dollars annually. Its Steer Team includes corporate giants such as Unilever, Mars, Procter & Gamble, and PepsiCo, among others.

This concentration of power has raised serious concerns about the potential for these corporations to control online discourse under the guise of “brand safety.” The House report details how GARM has been used to demonetize and suppress content that doesn’t align with its standards.

The situation has caught the attention of lawmakers. Conservatives on Capitol Hill recently held a hearing to address complaints from conservative media firms, particularly the Daily Wire, about GARM colluding with ad-buying giant GroupM to discourage clients from advertising on their sites due to their conservative politics.

Legal expert Jonathan Turley has praised the House Judiciary Committee’s efforts to demand documents and records from companies using the GARM system. Turley emphasized the urgency of this investigation, given the potential threats to free speech posed by these blacklisting systems.

Rob Rakowitz, the head of GARM, has come under scrutiny for his views on free speech. In an email obtained by the committee, Rakowitz advocated for the use of inclusion and exclusion lists informed by partners like NewsGuard and the Global Disinformation Index (GDI). His comments denouncing the “extreme global interpretation of the US Constitution” have raised alarms among free speech advocates.

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The lawsuit and subsequent investigations should shake every American to the core. The power of private groups to control what people can read and discuss online is a blatant attack on free speech and independent thought.