The popular social media site, which first announced its political ads ban last month, had not previously provided details on the new policy. On Friday, it said it will define political content as anything that references “a candidate, political party, elected or appointed government official, election, referendum, ballot measure, legislation, regulation, directive, or judicial outcome.”
“We believe political message reach should be earned, not bought,” Twitter Chief Executive Jack Dorsey said in announcing the ban. “We look forward to seeing how the policy works in practice and intend to hold Twitter to its word,” he said. Similarly, a group could run a gun violence awareness ad but could not call for a ban on assault weapons used in mass shootings as a ban implies legislation, Twitter said.
“I wouldn’t want to be the Twitter employee who has to make these calls and defend them,” Temple said. “Universal healthcare is a cause, but is there a bill related to that? Are you talking about the bill or the cause? How is that determined?” If Facebook and Google – much larger players in digital advertising – were to adopt similar policies it would be “catastrophic” to down-ballot candidates who lack name recognition, said Eric Wilson, a political strategist based in Washington D.C.
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