Ad industry initiative abruptly shuts down after lawsuit filed by Elon Musk’s X

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An advertising industry initiative targeted by an Elon Musk lawsuit is “discontinuing” its activities and has deleted the member list from its website.

On Tuesday, Musk’s X Corp. sued the World Federation of Advertisers (WFA) over what X claims is an illegal boycott spearheaded by a WFA initiative called the Global Alliance for Responsible Media (GARM). The WFA isn’t disbanding but is halting GARM’s activities, and the GARM member page now produces a 404 error. An archived version of the page from yesterday shows the initiative members, including X.

X’s antitrust lawsuit has drawn skeptical responses from law professors, who say it will be difficult to prove that companies violated antitrust laws by stopping advertisements. But while X may never obtain financial damages from the advertising group or corporations like CVS and Unilever that it also named as defendants, fighting the lawsuit could be costly.