GARM shuts down after X lawsuit: Industry reactions

News that the Global Alliance for Responsible Media has shuttered its operations following a lawsuit from X, formerly Twitter, has left the media world and advertising sector in dismay.

The social platform, owned by Elon Musk, has accused the non-profit alliance of antitrust behaviour.

Here’s how leaders in the media and advertising world have been reacting…

Richard Raddon, CEO of Zefr

“Today is a sad day for the Industry. Zefr entered the brand safety measurement space when GARM was created.

“GARM established a common framework that allowed for increased transparency and accuracy with brand safety reporting.

“Let’s hope the industry doesn’t retreat back into the dark ages where every placement no matter the risky content

adjacency is considered 99.9% brand safe.



“That is equivalent to ‘alternative facts’.”

Julia Linehan – Founder and CEO, The Digital Voice

“What an absolute shame after the efforts of so many involved in this non profit initiative.

“It’s a sad day for GARM, for advertisers and the WFA; it’s a really sad day for responsible marketing and for brand safety.”

Mateusz Rumiński, VP of Product, PrimeAudience

“The impact of the discontinuation of GARM following X’s lawsuit cannot be understated. Displaying ads next to brand-safe content is essential for maintaining the integrity, reputation, and trustworthiness of a brand.

“Ads placed alongside inappropriate or controversial content can harm brand perception and customer loyalty.

“Unfortunately, social media platforms often lack robust tools and transparency to ensure that ads are consistently placed next to brand-safe content.

“The dynamic and user-generated nature of these platforms makes it challenging for brands to monitor where their ads appear, which can also lead to potential risks of brand damage.

“In contrast, the Open Web provides a range of tools and technologies that allow advertisers to exercise greater control over where ads are being placed.

“These include content verification services, programmatic buying filters, and keyword blocking, which ensure ads appear in appropriate and safe environments.

“This can be bolstered by the use of Generative AI, which elevates brand safety by moving beyond basic keyword blocking to a more nuanced understanding of an article’s context and tone, which allows for greater accuracy.

“It is clear that, in the absence of GARM, brands must be looking for better tools and placements, like Generative AI, wherever possible to ensure that brand safety is prioritised.”

Adam Schenkel, EVP, Global Platform Strategy and Operations, GumGum

“Given GARM’s nonprofit status, this outcome isn’t entirely unexpected.

“It’s unfortunate that a collaborative, well-meaning effort has been derailed by this pressure campaign.

“While this may appear as a victory for X and Musk’s supporters, it’s unlikely to do anything to bring any advertiser spend back to X.

“At GumGum, we’re committed to helping our clients buy responsible media because it’s the right thing to do, even without GARM’s frameworks.”

Also published in: Mediashotz