Advertisers Respond to Rumble Lawsuit Allegations of Antitrust ‘Weaponization’

Ad companies targeted by a Rumble lawsuit are pushing back against accusations of attempting to "weaponize" antitrust laws.

Challenging Allegations

Rumble has accused Diageo, WPP, and a leading ad trade group of colluding to boycott the platform, but the ad companies deny any conspiracy. They argue that Rumble lacked appeal as an ad platform.

Legal Battle Unfolds

Drinks powerhouse Diageo, WPP, and the World Federation of Advertisers are seeking to dismiss the lawsuit filed by Rumble. The lawsuit claims that Rumble aimed to leverage antitrust laws to compel advertisers to engage with the platform.

Response from Advertisers

The response filed by the ad companies emphasizes the lack of evidence of an agreement, relevant market, or harm to competition. They cite reasons beyond boycott for not advertising on Rumble, including concerns about content moderation and brand safety measures.

GARM Initiative Background

The lawsuit references the Global Alliance for Responsible Media (GARM) initiative, which aimed to address harmful content categories in the ad industry. The voluntary Brand Safety Framework of GARM faced criticism for alleged bias against conservative viewpoints.

First Amendment Concerns

Rumble seeks a permanent injunction against the advertisers, which they argue could have troubling implications for free speech. The advertisers contest the choice of court and highlight the issue of jurisdiction in the legal battle.

Industry Impact

The legal actions against Rumble and the scrutiny of GARM by the House Judiciary Committee have drawn attention from advertising industry executives. The outcomes of these cases could influence future advertising initiatives and industry practices.

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By: loreilly@insider.com (Lara O’Reilly)
Title: Advertisers Respond to Rumble Lawsuit Allegations of Antitrust ‘Weaponization’
Sourced From: www.businessinsider.com/advertisers-hit-back-at-rumble-boycott-antitrust-lawsuit-filing-2025-2
Published Date: Mon, 24 Feb 2025 18:25:18 +0000