“We believe that cause-based advertising can facilitate public conversation about important topics. Today, we have relaxed our advertising policy in the United States for cause-based ads. In the coming weeks, we will also expand the number of political ads that are allowed.
In a second tweet, the company explained that it would first ensure its approach towards “content review and approval protects users on Twitter.”
Twitter has held a principled position against political advertising for a long time. Jack Dorsey was the CEO. announceHe stated that the 2019 ban on political ads was due to his strong belief that political messages should be earned and not bought. This language was then posted on the company’s website and remained there until Tuesday afternoon.
The abrupt reversal was a result of Twitter’s new owner Elon Musk, a billionaire. The company made the announcement and promised to share more details as work goes live. Twitter did not explain why the changes were made or how extensive they were.
Twitter did not respond.
Musk has initiated a series of changes since the purchase of the company for $44billion in October. Musk recently revealed that there are now just over 2000 employees, compared to 7,500 in October. This means that 75 percent of employees have been terminated, fired, ousted, or quit. He rolled back policies seeking to curb Covid-related misinformation and gave picked journalists glimpses into Twitter documents, including an order to allow one of them access to Twitter’s internal systems — prompting some employees to protest that doing so was asking them to crack them. legal agreement. He made the mistake of launching the company’s first major product—a paid blue checkmark—and had to put it down pause.
Twitter has been a marginal participant in political advertising, compared to Google and Facebook. However, Tuesday’s move will allow political figures and groups to promote themselves in the coming election contests. Some prominent Republicans I gained followersAccording to data analyzed and published by The Washington Post, there was a significant increase in use of the Twitter service during the months preceding Musk’s acquisition.
Politicians and advocacy organizations have complained before that limiting all these types of ads because some contain misleading content is unfair. Facebook was launched opposite directionMark Zuckerberg, CEO, stated that it was not his responsibility to fact-check political ads before the 2020 election and that he would allow such ads on the service.
Twitter’s overall business was also not affected by political ads. At the time of the ad ban, the company’s chief financial officer said political ads brought in nearly $3 million in revenue — a tiny fraction of the platform’s multibillion-dollar advertising business.
Many advertisers stopped spending on the platform due to concerns about Musk’s ownership, the content appearing there, and the mass layoffs. Musk, who bought it for $44billion in October, owes around $1 billion annually in interest payments.
Soon after Musk bought the company a torrent anti-Semitic tweets began to appear on the service.
While some digital strategists were happy with the move, they cautioned that it was too early for them to predict how big Twitter will be in political advertising in 2024. Campaigns are finding it increasingly difficult to navigate a fragmented digital advertising environment as voters spend more time on multiple social networks. – Includes Facebook, Instagram and YouTube.
But other major social networks — including TikTok — continue to have broad bans on political ads.
Eric Wilson, Republican digital strategist, said that it was good to have more options. He stated that campaigns returning to Twitter will face a “learning curve” because of the outdated data they have on platform effectiveness. They will also need to navigate any changes Twitter makes to its advertising tools.
He expects that political campaigns will spend money on the platform as long as journalists continue using it.
He said, “We know that voters do not use Twitter as much as they do on Instagram or Facebook.” “But they are important for shaping political narratives.”
Kat Zakrzewski contributed reporting.
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