X expands lawsuit over advertiser ‘boycott’ to include Lego, Nestlé, Pinterest, and others
X's lawsuit over advertiser boycott expands to add several major companies.

X, previously known as Twitter, has broadened its antitrust lawsuit to involve major advertisers like Lego, Nestlé, and Pinterest, accusing them of participating in an illegal boycott. Initially filed against the World Federation of Advertisers and the Global Alliance of Responsible Media in August 2024, the suit now pinpoints additional advertisers including Twitch and Shell as contributors to a deliberate boycott aimed at coercing the company into compliance with specific standards.
This boycott allegedly resulted in 18 affiliated advertisers ceasing ad purchases on the platform between November and December 2022, causing a notable decline in X's advertising revenue. According to the lawsuit, the majority of X’s income relies heavily on smaller businesses not involved with GARM, and hence, the boycott has significantly affected the platform's ad pricing, which remains lower compared to competitors.
Beyond legal challenges, X faces internal issues as owner Elon Musk reported stagnant user growth and disappointing revenues in January. The complaint suggests that boycotting advertisers are missing valuable low-cost advertising opportunities on X, which reportedly maintains or exceeds industry standards of brand safety. The development paints a grim picture for X as the company struggles to maintain profitability and growth.