Given how X has gone out of its way to reveal the depth and breadth of online censorship via the Twitter Files, this makes for an awkward reunion: the company has decided to rejoin the Global Alliance for Responsible Media (GARM).
It’s a pro-censorship, World Economic Forum-affiliated advertisers’ group, that achieves its objectives through the “brand safety” route (i.e., the censorship “brand” here would be demonetization). And last summer, it was scrutinized by the US Congress.
GARM is one of those outfits whose roots are very entangled (comes in handy when somebody tries to probe your activities, though) – and the chronology is not insignificant either: formed in 2019 as a World Federation of Advertisers (WFA) initiative, partnered with the Association of National Advertisers (ANA).