X, the social network previously known as Twitter, recently lifted its ban on paid political ads—a contentious policy reversal in the ever-politicized social media landscape.
Under the leadership of Elon Musk, X seems to be chasing the ad dollars that political advertising often brings, especially following a 59% drop in U.S. ad sales as reported by The New York Times.
X assures that specific guidelines will be in place for U.S. political ads. Promotions featuring false or misleading content that aims to undermine public confidence in elections won't be allowed. The platform will also have a global advertising transparency center, mirroring similar efforts by Meta, and will employ a "robust" screening process for advertisers.
To combat misinformation, X is also beefing up its Community Notes feature. Posts subjected to Community Notes are 30% less likely to be agreed with and less likely to be reshared, the company stated. This feature will also apply to all promoted posts, including paid political ads.️
An updated Civic Integrity Policy will offer an extra layer of protection during election seasons. While the policy aims to prevent voter intimidation or deception, it won’t censor public debate. Any posts potentially violating this policy will be publicly labeled.
The reversal on political ads is a significant change that will likely lead to increased scrutiny on how X manages public discourse and combats misinformation. The platform assures it is taking steps to maintain integrity, but only time will tell if these measures are effective.
Moving forward, we will align our advertising policy with that of TV and other media outlets. As with all policy changes, we will first ensure that our approach to reviewing and approving content protects people on Twitter. We'll share more details as this work progresses.
— Safety (@Safety) January 3, 2023
Elon Musk’s X is diving into uncharted waters, lifting a ban on an issue that has polarized public opinion. With the introduction of several new safeguards, the company aims to balance the equation of free speech and responsible platforming, all while seeking a financial boost. Watch this space for updates.
