Elon Musk’s X Takes Legal Action Against Twitch for Halting Ads
Elon Musk’s social media platform X (formerly known as Twitter) has filed a lawsuit against Twitch, accusing the live-streaming platform, owned by Amazon, of colluding with other businesses to halt advertisements on the platform.
This legal move is part of an ongoing case against members of the now-defunct Global Alliance for Responsible Media (GARM), an advertising group that X claims orchestrated a boycott shortly after Musk’s acquisition of Twitter in late 2022.
X alleges that Twitch and several other companies participated in the GARM-led boycott, which it says resulted in a loss of billions of dollars in advertising revenue.
The social media giant is seeking a jury trial to determine whether this boycott violated federal antitrust laws.
Twitch is specifically accused of ceasing to run advertisements on X’s platform in the United States since November 2022.
A document referenced in the lawsuit suggests that Twitch had given “executive endorsement” to GARM’s brand safety guidelines, which X argues was part of the coordinated effort to damage its ad revenue.
This lawsuit marks a significant chapter in Elon Musk’s ongoing struggle to reclaim advertising dollars and restore the financial viability of his newly rebranded social media platform.
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