Elon Musk declares war and files a huge lawsuit on X advertisers: We tried peace for 2 years, now it is war [Video]

Elon Musk’s X filed an antitrust lawsuit against an industry group representing numerous global brands, including the social network’s own advertisers, accusing it of conspiring to deprive X of billions of dollars.

“We tried peace for 2 years, now it is war,” Musk wrote on his social media platform.

The antitrust suit, filed in Texas federal court, accuses the Global Alliance for Responsible Media (GARM) of colluding to convince brands to limit or remove their advertising from X, which has struggled with declining revenues since Musk bought the company in 2022.

The legal action also names GARM members including CVS Health, Mars, Orsted, and Unilever. The Independent has contacted GARM and these firms for comment.

“These actions were all against the unilateral self-interest of the advertisers; they made economic sense only in furtherance …