X Corp and the World Federation of Advertisers (WFA) have settled a legal dispute over an alleged advertiser boycott, with both sides describing the agreement as a reset of their relationship. X had sued the WFA and several of its members in 2024, accusing them of orchestrating an "illegal boycott" by withholding billions of dollars in ad spending over concerns about the platform's content moderation. A judge dismissed the case earlier this year after ruling X had failed to prove it suffered competition-law harm, and X has now dropped its appeal.

The dispute centred on the Global Alliance for Responsible Media (GARM), a brand-safety initiative launched in 2019 by WFA members including Adidas, Mars, Mastercard, NBCUniversal, Procter & Gamble, Unilever and Vodafone, which was wound down shortly after the lawsuit was filed. As part of the settlement, the WFA has agreed not to revive GARM or create a similar body, and both organisations issued a joint statement affirming their shared commitment to free speech and to "brand-safety innovation" that benefits brands, platforms and consumers alike.