Mastercard has decided to stop making marketing and branding choices based on the opinions of third parties. This change comes after pressure from a group of investors, including the Alliance Defending Freedom, who were preparing a resolution to challenge Mastercard’s involvement with the Global Alliance for Responsible Media (GARM).
GARM, which disbanded in August 2024, was formed by the World Federation of Advertisers. Its goal was to ensure that companies only advertised with media outlets considered "responsible." Critics, including Ben Shapiro from The Daily Wire, claimed that GARM targeted conservative voices and platforms, stifling viewpoints that did not align with those of certain political groups.
Following discussions with the Alliance Defending Freedom, Mastercard announced it would establish a new policy stating that its marketing strategies would be determined solely by the company, without influence from outside organizations. A draft policy shared with The Daily Wire emphasized that Mastercard would focus on delivering value to its brand and audience, independent of third-party views.
Inspire Investing, a Christian investment firm, had been working with the Alliance Defending Freedom to propose a shareholder resolution that would investigate how Mastercard handled risks related to discrimination against advertisers based on political or religious beliefs. After Mastercard’s commitment to distance itself from third-party influences, the resolution was withdrawn.
Tim Schwarzenberger from Inspire Investing called this a significant move for Mastercard, praising the company’s willingness to engage with shareholders. He described it as a positive step for free speech and religious freedom. Jeremy Tedesco from the Alliance Defending Freedom echoed this sentiment, stating that Mastercard’s primary role should be to facilitate transactions without suppressing differing opinions in the marketplace.
This decision marks a shift for Mastercard, which had previously faced criticism for its collaboration with GARM and its approach to advertising. The Alliance Defending Freedom has been active in holding corporations accountable for their roles in what they see as censorship of conservative viewpoints, filing numerous shareholder resolutions and achieving several policy changes this corporate season.