Musk’s X accuses advertisers of boycotting platform in new lawsuit

Some advertisers had been wary of ad spending under Musk amid questions and fears that their brands would appear next to harmful content. (AFP/File)
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Updated 07 August 2024
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Musk’s X accuses advertisers of boycotting platform in new lawsuit

  • Lawsuit accuse advertisers of withhelding billions of dollars in advertising revenue from X
  • Ad revenue on X has slumped since Musk took over the platform

LONDON: Elon Musk’s social media platform X on Tuesday sued a global advertising alliance and several major companies, including Mars and CVS Health, accusing them of unlawfully conspiring to boycott the site and causing it to lose revenue.
X filed the lawsuit in federal court in Texas against the World Federation of Advertisers, Unilever and Danish renewable energy company Orsted, in addition to Mars and CVS Health.
The lawsuit said advertisers, acting through a World Federation of Advertisers initiative called Global Alliance for Responsible Media, collectively withheld “billions of dollars in advertising revenue” from X, previously known as Twitter.
It said they acted against their own economic self-interests in a conspiracy against the platform that violated US antitrust law.
The World Federation of Advertisers, Unilever, Mars and CVS Health did not immediately respond to requests for comment. Orsted declined to comment on Wednesday.
In a statement on Tuesday about the lawsuit, X’s chief executive Linda Yaccarino said “people are hurt when the marketplace of ideas is constricted. No small group of people should monopolize what gets monetized.”
Ad revenue at X slumped for months after Musk bought the company in 2022. Some advertisers had been wary of ad spending under Musk amid questions and fears that their brands would appear next to harmful content that under prior owners might have been removed.
The advertising group launched the responsible media initiative in 2019 to “help the industry address the challenge of illegal or harmful content on digital media platforms and its monetization via advertising.”
Christine Bartholomew, an antitrust expert and professor at University at Buffalo’s law school told Reuters that lawsuits alleging unlawful boycotts can face a high bar.
X must show that there was an actual agreement to boycott joined by each advertiser, Bartholomew said. “Proving this requirement is no small hurdle” in cases where an agreement might be implicit, she said.
Even if the case succeeds, X cannot force companies to spend ad revenue on the platform, Bartholomew said.
The case was filed in the Northern District of Texas and assigned to US District Judge Reed O’Connor. The district has become a favored destination for conservatives suing to block Biden administration policies.
X said in its lawsuit that it has applied brand-safety standards that are comparable to those of its competitors and that “meet or exceed” measures specified by the Global Alliance for Responsible Media.
The lawsuit said X has become a “less effective competitor” in the sale of digital advertising.
X is seeking unspecified damages and a court order against any continued efforts to conspire to withhold ad dollars.
Video-sharing company Rumble on Tuesday filed a separate antitrust lawsuit against the World Federation of Advertisers.

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WEF report spotlights real-world AI adoption across industries

Updated 19 January 2026
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WEF report spotlights real-world AI adoption across industries

DUBAI: A new report by the World Economic Forum, released Monday, highlights companies across more than 30 countries and 20 industries that are using artificial intelligence to deliver real-world impact.

Developed in partnership with Accenture, “Proof over Promise: Insights on Real-World AI Adoption from 2025 MINDS Organizations” draws on insights from two cohorts of MINDS (Meaningful, Intelligent, Novel, Deployable Solutions), a WEF initiative focused on AI solutions that have moved beyond pilot phases to deliver measurable performance gains.

As part of its AI Global Alliance, the WEF launched the MINDS program in 2025, announcing its first cohort that year and a second cohort this week. Cohorts are selected through an evaluation process led by the WEF’s Impact Council — an independent group of experts — with applications open to public- and private-sector organizations across industries.

The report found a widening gap between organizations that have successfully scaled AI and those still struggling, while underscoring how this divide can be bridged through real-world case studies.

Based on these case studies and interviews with selected MINDS organizations, the report identified five key insights distinguishing successful AI adopters from others.

It found that leading organizations are moving away from isolated, tactical uses of AI and instead embedding it as a strategic, enterprise-wide capability.

The second insight centers on people, with AI increasingly designed to complement human expertise through closer collaboration, rather than replace it.

The other insights focus on the systems needed to scale AI effectively, including strengthening data foundations and strategic data sources, as well as moving away from fragmented technologies toward unified AI platforms.

Lastly, the report underscores the need for responsible AI, with organizations strengthening governance, safeguards and human oversight as automated decision-making becomes more widespread.

Stephan Mergenthaler, managing director and chief technology officer at the WEF, said: “AI offers extraordinary potential, yet many organizations remain unsure about how to realize it.

“The selected use cases show what is possible when ambition is translated into operational transformation and our new report provides a practical guide to help others follow the path these leaders have set.”

Among the examples cited in the report is a pilot led by the Saudi Ministry of Health in partnership with AmplifAI, which used AI-enabled thermal imaging to support early detection of diabetic foot conditions.

The initiative reduced clinician time by up to 90 percent, cut treatment costs by as much as 80 percent, and delivered a 10 time increase in screening capacity. Following clinical trials, the solution has been approved by regulatory authorities in Saudi Arabia, the UAE and Bahrain.

The report also points to work by Fujitsu, which deployed AI across its supply chain to improve inventory management. The rollout helped cut inventory-related costs by $15 million, reduce excess stock by $20 million and halve operational headcount.

In India, Tech Mahindra scaled multilingual large language models capable of handling 3.8 million monthly queries with 92 percent accuracy, enabling more inclusive access to digital services across markets in the Global South.

“Trusted, advanced AI can transform businesses, but it requires organizing data and processes to achieve the best of technology and — this is key — it also requires human ingenuity to maximize returns on AI investments,” said Manish Sharma, chief strategy and services officer at Accenture.