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).

Then came another “partnership” – that with WEF (World Economic Forum), specifically, its Shaping the Future of Media, Entertainment, and Sport project – a “flagship” one.

In May 2023, the US House Judiciary Committee wanted to know what exactly was happening here, and whether “brand safety” as a concept, as exercised by these entities, could be linked to censorship of online speech.

So the Committee subpoenaed the World Federation of Advertisers (and GARM), asking for records that might show whether these groups “coordinated efforts to demonetize and censor disfavored speech online.”

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