Elon Musk’s X launched a lawsuit against major brands and advertisers

Elon Musk has launched a lawsuit against some of the world's largest consumer brands for not advertising on his social media app, X (formerly Twitter).

Musk's X has filed a federal antitrust lawsuit against several major advertisers in which it alleges that advertisers, the Global Alliance for Responsible Media (GARM) and consumer brands such as Unilever, Mars, and CVS Health have conspired to withhold billions of dollars in advertising revenue from his platform.

The suit alleges that it is a boycott that violates US antitrust laws, and X claims that the ‘boycott’ threatened the viability of X as a platform for diverse voices.

"People are hurt when the marketplace of ideas is constricted. No small group of people should monopolize what gets monetized,” Linda Yaccarino, X chief executive, said in a video published on X.

The suit was filed in federal court in Texas, where the social media was recently relocated from California.