Elon Musk has settled his lawsuit with advertisers, bringing to an end a legal battle that saw him declare “it is war” against those who boycotted X. The World Federation of Advertisers (WFA) and X stated in a joint statement that they were 'putting the litigation involving the Global Alliance for Responsible Media (GARM) behind them.'

In 2024, Musk sued the WFA after a series of brand boycotts caused his platform's revenue to plummet by $1.5 billion in 2023. Angered by advertisers who refused to buy X ads, he demanded they 'go fuck yourself.' He argued that the boycott was illegal and conspiratorial, violating antitrust laws.

Much has changed since then. GARM was quickly disbanded after Musk accused it of trying to monopolize online content monetization. The initiative aimed to address illegal or harmful content on digital platforms but Musk saw it as a threat. Its dissolution is now his biggest win in the case.

The outcome reflects a shifting landscape where tech giants and advertisers must navigate delicate relationships, with legal battles serving more as bargaining chips than true wars.