Twitter says it will ease ban on political advertising


Twitter says it will ease its 3-year ban on political advertising, the latest move by Elon Musk as he tries to boost his revenue after buying the social media platform last year.

The company tweeted Tuesday evening that “we are relaxing our ad policy for cause-based ads in the United States.”

“We also plan to expand the political advertising we allow in the coming weeks,” the company said on its Safety Twitter account.

Twitter banned all political advertising in 2019, responding to growing concerns about the spread of false information on social media.

At the time, then-CEO Jack Dorsey said that while Internet advertisements are powerful and effective for commercial advertisers, “that power carries significant risks for politics, where it can be used to influence votes to affect the lives of millions”.

The latest decision appears to represent a break with that policy, which had banned ads from candidates, political parties or elected or appointed government officials.

Political advertising was a share of Twitter’s overall revenue, accounting for less than $3 million in total spending for the 2018 U.S. midterm elections.

In reversing the ban, Twitter said “cause-based advertising can facilitate public conversation about important topics” and the change will align the platform’s advertising policy with that of “television and other media”. , without providing further details.

Facebook lifted its ban on political and social ads in March 2021 that had been put in place after the 2020 US presidential election.

Musk markets himself as a free speech warrior and bought Twitter because he apparently felt it was not living up to its potential as a free speech platform. But Tesla’s billionaire CEO was forced to make huge cost cuts and scramble to find more revenue streams to justify the $44 billion purchase.



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