X, the social media company formerly known as Twitter, announced on Tuesday that it will now permit political advertising from candidates and political parties in the United States. In addition to this change, X plans to bolster its safety and elections team ahead of the 2024 presidential election. This decision marks a significant shift from the company’s previous ban on all political ads globally since 2019, which was lifted in January to allow “cause-based ads” that highlight issues like voter registration.
This move by X to allow all political ads in the US holds the potential to contribute to the company’s revenue growth, as many advertisers have shied away or reduced their spending on the platform to avoid association with inappropriate content. To address concerns around content manipulation and emerging threats, X intends to expand its teams dedicated to combating these issues. The company will also establish a global advertising transparency center, enabling users to view the political ads being promoted on X. It is important to note that X will continue to prohibit political ads that spread false information or aim to undermine public confidence in elections.
The acquisition of Twitter by billionaire Elon Musk in October has brought further scrutiny to X’s preparedness for the upcoming presidential election. Questions have been raised about the company’s capacity to handle this critical event after laying off numerous employees, including those previously involved in the trust and safety team. Critics have long argued that social media platforms, including X, have not done enough to prevent the dissemination of misleading or false content during major elections.
Overall, X’s decision to allow political advertising in the US, coupled with their commitment to transparency and combatting manipulation, indicates a concerted effort to address previous criticisms and create a safer and more accountable platform for the upcoming election cycle.
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