The social media platform tweeted that it would relax its advertising policy for “cause-based ads” in the US.

Twitter Inc will reverse its 2019 ban on political ads, Reuters news agency reported, citing Twitter’s head of trust and security as the company, owned by Elon Musk, looks to grow revenue.

The social media platform tweeted from its Twitter Safety account on Tuesday that this would happen relax its “cause-targeted advertising” advertising policy in the United States and tailors its advertising policies to TV and other media outlets.

The change would bring Twitter’s policy closer to Meta Platform’s Facebook and Alphabet Inc’s YouTube, which allow political ads, though Chinese video app TikTok still bans political ads.

“We believe that charity-based advertising can facilitate public conversation on important topics,” the social media company tweeted.

Goal-based ads allowed on Twitter include ads that educate or raise awareness about things like voter registration, climate change or government programs like the Census, Ella Irwin, Twitter’s head of trust and security, said in an email to Reuters.

Political ads made up a small portion of Twitter’s total revenue, accounting for less than $3 million in total spending for the 2018 US midterm elections.

Twitter banned political ads in 2019 after it and other social media companies faced widespread criticism for allowing the spread of election misinformation. It also restricted ads related to social causes.

“We believe the reach of political posts should be earned, not bought,” tweeted Jack Dorsey, Twitter’s CEO at the time, announcing the move.

Since Musk took over Twitter in late October, corporate advertisers have fled in response to the Tesla CEO’s firing of thousands of employees. overturning the permanent suspension of former US President Donald Trump and rushing a paid verification feature that resulted in scammers out there listed companies on Twitter.

Last month, Musk defended his sweeping cost-cutting measures, saying Twitter could face “negative cash flow” of $3 billion next year.

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