Elon Musk declares “it is war” on ad industry as X sues over “illegal boycott”

Elon Musk's X Corp. today sued the World Federation of Advertisers and several large corporations, claiming they "conspired, along with dozens of non-defendant co-conspirators, to collectively withhold billions of dollars in advertising revenue" from the social network formerly known as Twitter.

"We tried peace for 2 years, now it is war," Musk wrote today, a little over eight months after telling boycotting advertisers to "go fuck yourself."

X's lawsuit in US District Court for the Northern District of Texas targets a World Federation of Advertisers initiative called the Global Alliance for Responsible Media (GARM). The other defendants are Unilever PLC; Unilever United States; Mars, Incorporated; CVS Health Corporation; and Ørsted A/S. Those companies are all members of GARM. X itself is still listed as one of the group's members.