twitter ad boycott

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Twitch makes deal to escape Elon Musk suit alleging X ad boycott conspiracy

Instead, it appears that X decided to sue Twitch after discovering that Twitch was among advertisers who directly referenced the WFA’s brand safety guidelines in its own community guidelines and terms of service. X likely saw this as evidence that Twitch was allegedly conspiring with the WFA to restrict then-Twitter’s ad revenue, since X alleged that Twitch reduced ad purchases to “only a de minimis amount outside the United States, after November 2022,” X’s complaint said.

“The Advertiser Defendants and other GARM-member advertisers acted in parallel to discontinue their purchases of advertising from Twitter, in a marked departure from their prior pattern of purchases,” X’s complaint said.

Now, it seems that X has agreed to drop Twitch from the suit, perhaps partly because the complaint X had about Twitch adhering to WFA brand safety standards is defused since the WFA disbanded the ad industry arm that set those standards.

Unilever struck a similar deal to wriggle out of the litigation, Reuters noted, and remained similarly quiet on the terms, only saying that the brand remained “committed to meeting our responsibility standards to ensure the safety and performance of our brands on the platform.” But other advertisers, including Colgate, CVS, LEGO, Mars, Pinterest, Shell, and Tyson Foods, so far have not.

For Twitch, its deal seems to clearly take a target off its back at a time when some advertisers are reportedly returning to X to stay out of Musk’s crosshairs. Getting out now could spare substantial costs as the lawsuit drags on, even though X CEO Linda Yaccarino declared the ad boycott was over in January. X is still $12 billion in debt, X claimed, after Musk’s xAI bought X last month. External data in January seemed to suggest many big brands were still hesitant to return to the platform, despite Musk’s apparent legal strong-arming and political influence in the Trump administration.

Ars could not immediately reach Twitch or X for comment. But the court docket showed that Twitch was up against a deadline to respond to the lawsuit by mid-May, which likely increased pressure to reach an agreement before Twitch was forced to invest in raising a defense.

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X CEO signals ad boycott is over. External data paints a different picture.

When X CEO Linda Yaccarino took the stage as a keynote speaker at CES 2025, she revealed that “90 percent of the advertisers” who boycotted X over brand safety concerns since Elon Musk’s 2022 Twitter acquisition “are back on X.”

Yaccarino did not go into any further detail to back up the data point, and X did not immediately respond to Ars’ request to comment.

But Yaccarino’s statistic seemed to bolster claims that X had made since Donald Trump’s re-election that advertisers were flocking back to the platform, with some outlets reporting that brands hoped to win Musk’s favor in light of his perceived influence over Trump by increasing spending on X.

However, it remains hard to gauge how impactful this seemingly significant number of advertisers returning will be in terms of spiking X’s value, which fell by as much as 72 percent after Musk’s Twitter takeover. And X’s internal data doesn’t seem to completely sync up with data from marketing intelligence firm Sensor Tower, suggesting that more context may be needed to understand if X’s financial woes may potentially be easing up in 2025.

Before the presidential election, Sensor Tower previously told Ars that “72 out of the top 100 spending US advertisers” on Twitter/X from October 2022 had “ceased spending on the platform as of September 2024.” This was up from 50 advertisers who had stopped spending on Twitter/X in October 2023, about a year after Musk’s acquisition, suggesting that the boycott had seemingly only gotten worse.

Shortly after the election, AdWeek reported that big brands, including Comcast, IBM, Disney, Warner Bros. Discovery, and Lionsgate Entertainment, had resumed advertising on X. But by the end of 2024, Sensor Tower told Ars that X still had seemingly not succeeded in wooing back many of pre-acquisition Twitter’s top spenders, making Yaccarino’s claim that “90 percent of advertisers are back on X” somewhat harder to understand.

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No judge with Tesla stock should handle Elon Musk cases, watchdog argues

No judge with Tesla stock should handle Elon Musk cases, watchdog argues

Elon Musk’s fight against Media Matters for America (MMFA)—a watchdog organization that he largely blames for an ad boycott that tanked Twitter/X’s revenue—has raised an interesting question about whether any judge owning Tesla stock might reasonably be considered biased when weighing any lawsuit centered on the tech billionaire.

In a court filing Monday, MMFA lawyers argued that “undisputed facts—including statements from Musk and Tesla—lay bare the interest Tesla shareholders have in this case.” According to the watchdog, any outcome in the litigation will likely impact Tesla’s finances, and that’s a problem because there’s a possibility that the judge in the case, Reed O’Connor, owns Tesla stock.

“X cannot dispute the public association between Musk—his persona, business practices, and public remarks—and the Tesla brand,” MMFA argued. “That association would lead a reasonable observer to ‘harbor doubts’ about whether a judge with a financial interest in Musk could impartially adjudicate this case.”

It’s still unclear if Judge O’Connor actually owns Tesla stock. But after MMFA’s legal team uncovered disclosures showing that he did as of last year, they argued that fact can only be clarified if the court views Tesla as a party with a “financial interest in the outcome of the case” under Texas law—“no matter how small.”

To make those facts clear, MMFA is now arguing that X must be ordered to add Tesla as an interested person in the litigation, which a source familiar with the matter told Ars, would most likely lead to a recusal if O’Connor indeed still owned Tesla stock.

“At most, requiring X to disclose Tesla would suggest that judges owning stock in Tesla—the only publicly traded Musk entity—should recuse from future cases in which Musk himself is demonstrably central to the dispute,” MMFA argued.

Ars could not immediately reach X Corp’s lawyer for comment.

However, in X’s court filing opposing the motion to add Tesla as an interested person, X insisted that “Tesla is not a party to this case and has no interest in the subject matter of the litigation, as the business relationships at issue concern only X Corp.’s contracts with X’s advertisers.”

Calling MMFA’s motion “meritless,” X accused MMFA of strategizing to get Judge O’Connor disqualified in order to go “forum shopping” after MMFA received “adverse rulings” on motions to stay discovery and dismiss the case.

As to the question of whether any judge owning Tesla stock might be considered impartial in weighing Musk-centric cases, X argued that Judge O’Connor was just as duty-bound to reject an improper motion for recusal, should MMFA go that route, as he was to accept a proper motion.

“Courts are ‘reluctant to fashion a rule requiring judges to recuse themselves from all cases that might remotely affect nonparty companies in which they own stock,'” X argued.

Recently, judges have recused themselves from cases involving Musk without explaining why. In November, a prior judge in the very same Media Matters’ suit mysteriously recused himself, with The Hill reporting that it was likely that the judge’s “impartiality might reasonably be questioned” for reasons like a financial interest or personal bias. Then in June, another judge ruled he was disqualified to rule on a severance lawsuit raised by former Twitter executives without giving “a specific reason,” Bloomberg Law reported.

Should another recusal come in the MMFA lawsuit, it would be a rare example of a judge clearly disclosing a financial interest in a Musk case.

“The straightforward question is whether Musk’s statements and behavior relevant to this case affect Tesla’s stock price, not whether they are the only factor that affects it,” MMFA argued. ” At the very least, there is a serious question about whether Musk’s highly unusual management practices mean Tesla must be disclosed as an interested party.”

Parties expect a ruling on MMFA’s motion in the coming weeks.

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