Elon Musk’s X (formerly Twitter) and the World Federation of Advertisers (WFA) released a joint statement confirming the case has been settled and their relationship, ‘reset‘.
Elon Musk’s X (formerly Twitter) has settled its ad boycott case against the World Federation of Advertisers (WFA).
The settlement was confirmed in a joint statement, which stated the organisations have put the litigation “behind them” and are resetting their relationship.
It ends the multi-year aggressive battle by Musk, who claimed advertisers from pulled spend away from his platforms.
A joint statement from the WFA and X Corp.
— Business (@XBusiness) July 29, 2026
Today the World Federation of Advertisers (WFA) and X Corp. are putting the litigation involving the Global Alliance for Responsible Media (GARM) behind them. This resets the relationship between the two organizations.
WFA reiterates…
X brought a lawsuit to the WFA in 2024 alleging an “illegal boycott” by brands after noticing a decline in ad revenue since Musk took over the company in 2022.
Many of the companies, which included Mars, Shell, Lego among others, had pulled ad spend away from the platform cited safety concerns as the main reason.
Advertisers were concerned their ads could appear alongside harmful content after Musk declared himself a “free speech absolutionist” and dismantled many of the platform’s content moderation guardrails.
A judge previously dismissed the lawsuit after determining that X failed to demonstrate it had suffered any harm under antitrust laws. X later appealed this decision.
While the lawsuit against the WFA has been settled, proceedings against other organisations like Mars, and Danish energy supplier Ørsted, are ongoing.
X dropped a similar suit against Unilever in 2024 when the company resumed advertising on the X platform.
