Advertising group suspends brand safety unit after Elon Musk’s antitrust lawsuit

A global advertising association said it is suspending the operations of a unit focused on brand safety two days after Elon Musk’s social media company, X, sued the group, alleging it organized an illegal ad boycott.

The World Federation of Advertisers, or WFA, confirmed Thursday that it would halt its nonprofit initiative Global Alliance for Responsible Media. GARM was started in 2019 in part to help advertisers avoid having their promotions show up alongside content they deem harmful.

Business Insider first reported that GARM was being shuttered.