Elon Musk’s social network, X (formerly Twitter), remains locked in a legal struggle with large companies that ceased advertising on the platform. However, Unilever, a multinational corporation behind brands like Dove, Rexona, and Domestos, is no longer among the defendants.
X Corp announced it was withdrawing its claims against Unilever, which had initially been part of a group of advertisers targeted for allegedly boycotting the platform.
“We are delighted to have reached an agreement with Unilever, and our partnership on the platform will continue. Today’s news is the first part of an ecosystem-wide solution, and we look forward to further industry-wide solutions,” said X Corp in a statement.
Agreement Details Remain Unclear
The terms of the agreement with Unilever were not disclosed, and it is uncertain if the company will resume purchasing ad space on the platform. Other companies, such as Mars and CVS, remain defendants in the ongoing legal battle.
Musk’s Ongoing Battle with Advertisers
Musk’s contentious relationship with advertisers has a long history. In 2023, Media Matters reported that ads from companies like Apple and IBM appeared next to posts promoting Nazi content on X. This discovery, along with accusations of anti-Semitism against Musk, prompted more than 200 major companies—including Airbnb, Coca-Cola, and Microsoft—to pull their ads. X Corp responded by suing Media Matters, with the hearing scheduled for April 2025.
NIXsolutions reminds that in August 2024, X Corp escalated its battle against advertisers, accusing several companies of participating in an unlawful boycott. The lawsuit, filed in Texas, claims that the Global Alliance for Responsible Media (GARM) conspired with major brands to restrict X’s ad revenue. The case had a notable twist—Judge Reed O’Connor, a Tesla shareholder, was initially assigned to hear it but recused himself.
X Corp’s legal efforts reflect Musk’s ongoing attempts to counteract resistance from advertisers. As the situation develops, we’ll keep you updated.