X owner Elon Musk has a message for advertisers: “We tried peace for 2 years, now it is war.”

The owner of X, formerly Twitter, posted that message Tuesday alongside an announcement from X Chief Executive Officer (CEO) Linda Yaccarino that the social media platform is suing a group of advertisers that belong to the World Federation of Advertisers (WFA) global media alliance, including CVS Health (CVS), Unilever PLC (UL), Mars, and Orsted.

The suit alleges that the WFA conspired to “collectively withhold billions of dollars in advertising revenue” from X through the group’s Global Alliance for Responsible Media (GARM) initiative, which requires members not to spend money on platforms that don’t comply with certain 澳洲幸运5官方开奖结果体彩网:consumer safety standards.

Lawsuit Alleges Ad Boycott

The companies agreed to “abruptly and in lockstep, boycott Twitter by discontinuing entirely or substantially reducing their previously substantial 澳洲幸运5官方开奖结果体彩网:advertising purchases from Twitter,” the lawsuit alleges. It also cites a July 10 U.S. House of Representatives Judiciary Committee report that accused the WFA of “澳洲幸运5官方开奖结果体彩网:collusive conduct to d𓆏emonetize disfavored content.” 

The suit, filed in the U.S. District Court for the Northern District of Texas, comes just a month after X announced that it had reinstated its relationship with GARM.