In a Tuesday filing against the Global Alliance for Responsible Media (GARM) and several members - including CVS Health, Mars, Orsted and Unilever, X alleges that the group abused its influence over marketers and ad agencies to unfairly discriminate against X, prompting an ad boycott.

"These actions were all against the unilateral self-interest of the advertisers; they made economic sense only in furtherance of a conspiracy performed in the confidence that competing advertisers were doing the same," reads the complaint.

In an open letter, X CEO Linda Yaccarino alleged that GARM's "behavior is a stain on a great industry, and cannot be allowed to continue," adding "It's also clear that there are likely others who suffered at the hands of this activity. This case is about more than damages - we have to fix a broken ecosystem that allows this illegal activity to occur."