Last Tuesday (3), important changes were announced by Twitter. Two years after banning the placement of political advertisements, the social network has decided to reverse its decision and announced that it plans to expand this type of advertising over the next few weeks.
Despite not going into details about what content may be displayed on the platform, the company said that, in the future, it intends to align its advertising policy with that carried out by TV and other means of communication.
It is worth remembering that, in 2019, when it decided not to work with this type of advertising anymore, the social network even stated that the reach of the political message should be conquered and not bought.
A view that seems to have changed since Elon Musk bought the company for $44 billion and there was a stampede of advertisers from the platform.
Despite the new guideline, the decision does not place Twitter as an exception in the market. Although social networks like TikTok prohibit political advertising, it is worth remembering that platforms like Facebook and YouTube have never stopped propagating this type of content.
In addition to the novelty, the Twitter also announced which, in the US, will make the advertising policy based on causes more flexible – that is, linked to social transformations.
Despite not bringing much information in the communiqué, Reuters, Twitter’s head of trust and security, Ella Irwin, brought some explanations. According to him, the company will allow advertisements that educate or raise awareness about issues such as voter registration, climate change and government programs.
The change announced by Twitter comes shortly after the company lost more than half of its advertisers – a list that includes giants like Apple, which decided to reduce the number of advertisements displayed on the social network.
The dissatisfaction of the companies began when Musk showed interest in buying the platform, as part of the customers feared that the billionaire would make the moderation of his content less rigid.
The dissatisfaction, however, reached its apex after the acquisition was completed, a series of controversial measures taken by the tycoon caused confusion and there was a general stampede of advertisers.
Now, while evidence points to the social network hangs by a threadit is clear that Twitter needs money, something that can perhaps be boosted by political advertisements.
Furthermore, even though it is not known how much revenue this will bring to the platform and Twitter says that it wants to ensure that “the approach to reviewing and approving content protects people”, one wonders how this will impact the fight against misinformation.
A topic that, it is important to remember, has already been repercussions for the service on other occasions.
With information: twitter and TechCrunch