Twitter has announced the easing of a 3-year ban on political advertising, the latest change by Elon Musk as he looks to boost revenue after buying the Twitter platform. social media last year.
The company announced the decision on Tuesday, saying, “We will relax our policy to ban political advertising in defense of cause in the United States”.
“We also have in plan to expand the political advertising that we will allow in the coming weeks,” the company said on its Twitter account, Safety.
Twitter banned all forms of political advertising in 2019, in response to growing concern about widespread disinformation about social media.
“Propaganda onlineWhile powerful and effective for commercial advertisers, it poses significant political risks, as it can be used to impact the lives of millions of people,” said Jack Dorsey, then CEO of Twitter.
The latest move appears to mark a departure from that policy, which barred advertising to elected or nominated candidates, political parties or government officials.
Previously, political advertising made up an insignificant part of Twitter’s total revenue, generating less than $3 million in total spend for the 2018 US midterm elections.
In a statement lifting the ban, the company said that “propaganda for cause can facilitate public debate on important issues” and that “the change will align the advertising policy of the platform with that of television and other media”, without providing further details.
For its part, Facebook lifted in March 2021 the ban on advertising for political and social themes that had been imposed after the 2020 US presidential election.
Musk describes himself as a freedom fighter and says he bought Twitter because he believed the site had failed to realize its full potential as a platform for free speech.
But the billionaire was forced to make massive cost cuts and scrambled to find bigger revenue streams to cover the $44 billion purchase costs.
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