Science

Twitter: Return of political advertising for more “freedom of speech”

In 2019, ads with political overtones were banned on Twitter. The arrival of Elon Musk meant a loosening of the rule banning political ads on the platform for three years in favor of greater “freedom of expression.”

Under the influence of the Tesla boss, the social network will finally take on a new look and adopt a freedom of expression policy, allowing this comeback after a three-year hiatus. “We believe cause-based ads can contribute to public debate on important topics,” the company says, adding that political ads will go into effect “in the coming weeks.”

The decision comes as Twitter’s new owner multiplies controversial initiatives and a host of controversial changes since its takeover last November.

“Today, we are easing our cause-based advertising policy in the United States. We also plan to expand the allowed political ads in the coming weeks. As with all policy changes, we will first make sure that our approach to reviewing and approving content protects people on Twitter. We will share more details as this work progresses,” Safety’s Twitter account said on Tuesday.

If this initiative is an answer to the mantra of a billionaire who demands more freedom of speech in his network, it will also increase the company’s revenue. Between the fierce hunt for spending and the establishment of a disputed subscription.

In this way, the blue bird social network hopes to increase the activity of its users and therefore increase advertising revenue.

As a reminder, political advertising has been banned on Twitter since 2019. Former CEO Jack Dorsey argued that “coverage of a political message is to be earned, not bought.”

The famous line of conduct is still indicated on the site, even after this announcement, including in the French version. “This policy prohibits ads containing links to political content, including but not limited to solicitations for votes, solicitations for financial assistance, and advocacy for or against the aforementioned types of political content,” the Twitter manual says.

“While online advertising is incredibly powerful and highly effective for commercial advertisers, this power carries significant political risks, where it can be used to influence the voices and lives of millions. Paying to increase the reach of political discourse has significant implications that the current democratic infrastructure may not be ready to handle,” recalled the former Bluebird CEO in a thread.

This decision aims to create more engaging and critical discussions on certain core topics with public opinion. With two years to go before the next US presidential election, this return could be a turning point for a platform increasingly criticized for its resurgence of extremist content.

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