His efforts to woo advertisers back have gotten, as he put it, “nothing but empty words,” so he’s taken a classic Musk step: he filed a lawsuit. “Now it is war,” he posted on X on Tuesday.

The suit alleges that the World Federation of Advertisers (WFA), whose members include 150 of the world’s largest advertisers, along with big-name corporations like Unilever, Mars, and CVS, have conspired to boycott X after Musk bought it, claiming that the site failed to meet the association’s “brand safety standards” for internet content. 

He has a point. Advertisers still flock to competing social media companies like Facebook and Instagram even though they have their share of unsavory content. What’s more, according to the lawsuit, X now has brand safety standards—giving advertisers control of the placement of their ads, just like Facebook and Instagram—that “meet or exceed” the standards of WFA and its social media initiative, called the Global Alliance for Responsible Media (GARM). 

So why is the boycott continuing? The answer, believes Musk, is that the WFA disagrees with X’s political content. And he’s not the only one who thinks that.