Elon Musk's X suing Amazon-owned Twitch for not advertising on the platform

Elon Musk’s X has expanded its legal battle, now targeting Amazon-owned livestreaming platform Twitch as part of its lawsuit against former advertisers.On Monday, Twitch was added to X’s ongoing lawsuit against brand members of the now-defunct Global Alliance of Responsible Media (GARM), as first reported by Business Insider. X claims in its lawsuit that members of GARM illegally conspired to boycott the platform formerly known as Twitter in late 2022, shortly after Musk acquired the company. According to the lawsuit, X says that Twitch has not advertised on the platform in the U.S. since November 2022. As Business Insider reports, X cites a GARM document in its lawsuit that mentions an “executive endorsement” from Twitch regarding GARM’s brand safety standards.X originally filed the lawsuit back in August. Since then, the World Federation of Advertisers (WFA) disbanded the coalition of advertisers known as GARM. In addition, X removed Unilever from the lawsuit after reaching an undisclosed agreement with the company.Regardless of the closure of the GARM initiative, WFA says it intends to fight the allegations in court.X is still hurting thanks to declining ad revenueX’s lawsuit against GARM came shortly after the coalition chose to bring X back into the fold. One month before filing the suit, X touted that GARM had reinstated X back into the initiative.Making matters worse for X, the company still hasn’t been able to fix its advertiser failings.According to official X documents obtained by Bloomberg in June 2024, X’s revenue fell by nearly 40 percent in the…Elon Musk's X suing Amazon-owned Twitch for not advertising on the platform