Stephan Loerke, CEO of the WFA, communicated with members via email, expressing the difficult decision to shut down GARM.
Loerke stated that the WFA itself would remain fully operational and had intended to fight X’s lawsuit in court. However, he noted, “This decision was not made lightly, but GARM is a not-for-profit organization, and its resources are limited.”
Politics and Ethics
GARM’s closure also touches on the political undercurrents that have shaped the organization’s journey.
Critics, including Musk, have accused GARM of being an “ad cartel” motivated by political agendas. The Republican-controlled House Judiciary Committee had launched an investigation into GARM earlier this year, alleging that the organization had “signaled” its members to pull their advertising from X following Musk’s acquisition of the platform in 2022.
The House committee’s report cited a survey conducted by GARM among its members around the time of Musk’s takeover, which revealed that over 80% of ad buyers viewed the change in ownership as a serious issue, with more than 70% believing it would have a negative impact on Twitter (now X).