[6][7] This followed WFA's earlier call to put pressure on platforms to do more to prevent their services and algorithms from being hijacked by those with malicious intent.

[11][12] Following antitrust lawsuits from Elon Musk's Twitter and online video site Rumble, the WFA shut GARM down.

[16] In 2019, WFA formed a steering group of advertisers and national associations to develop a set of global principles for cross-media measurement for the media ecosystem.

Digital platforms including Google and Meta were involved in the development of a technical proposal that meet the principles outlined in the WFA framework.

[18] WFA is a founding member of the Unstereotype Alliance, UN Women's flagship partnership with the marketing industry to eradicate harmful gender stereotypes in advertising, launched during the 2017 Cannes Lions International Festival of Creativity.