Musk’s X Adds Nestlé, Colgate, Shell, Other Brands to Ad-Boycott Suit
Elon Musk’s social-media company, X (formerly Twitter), has expanded its lawsuit, now including major brands like Nestlé, Abbott Laboratories, Colgate-Palmolive, Lego, Pinterest, Tyson Foods, and Shell. The lawsuit claims these companies, along with the World Federation of Advertisers (WFA), violated antitrust laws by conspiring to withhold billions of dollars in advertising from the platform.
X initially filed the lawsuit in August 2024, targeting other brands like Mars, CVS Health, and Twitch. The lawsuit stems from concerns raised by the WFA in 2022 regarding Twitter’s compliance with brand safety standards after Musk’s purchase of the platform and his relaxation of content moderation. Advertisers pulled back on spending due to worries about the site’s content and internal instability.
In response, X has shifted focus to alternative revenue streams like subscriptions and digital payments, but ad revenue remains crucial. Musk’s aggressive stance on the matter includes public remarks telling brands that pulled ads to “go f— yourself”. Despite the legal dispute, some brands are reconsidering their stance on ad spending as the political and social climate evolves.