Alexander Shatov via Unsplash
Elon Musk’s X (formerly Twitter) has reportedly added Amazon-owned streaming service Twitch to a lawsuit alleging the advertiser conspired to boycott the platform.
The antitrust lawsuit, first filed in August, takes aim at GARM (Global Alliance for Responsible Media), the World Federation of Advertisers (WFA), and GARM members CVS Health, Mars, Orsted and Unilever for “coercive exercise of market power”.
“We tried peace for two years, now it is war,” said Musk on X at the time.
Advertisers did withdraw, over concerns for brand safety, from then Twitter when Musk took the platform private in 2022 and said he would champion free speech by easing content restrictions.
Shortly after the legal challenge, GARM retreated discontinuing all its activities with immediate effect. The WFA is still contesting the suit.
X has now added Twitch as a defendant in the lawsuit, according to Business Insider.
The amended lawsuit alleges that at least 18 GARM members, including Twitch, stopped running ads on Twitter between November and December 2022.
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