For context, while Twitter will no longer allow paid promotion on certain types of political ads — like those submitted by politicians — it will still allow paid promotion for certain issue advertisements, although with limited targeting options. Political candidates can still post ad-like content on the platform, they just can't pay to place it in front of more people than it would find organically.
For Twitter, reducing the reach of political and issue advertisements serves to distance them from accusations that they profit from controversial political posts and exchanges. But whether removing promotional options for political figures actually impacts user experience on the platform is less certain.
To clarify which ads will classify as political and how exactly they will be treated, the social platform rolled out two new policies: the promotion of any advertisement that references a party, political figure, legislation, or judicial outcome. Further, no ads — regardless of content — can be submitted for promotion by candidates, parties, government officials, or political action committees .
For non-profits and brands incorporating social messages into their ad campaigns, the policies create new uncertainties and could threaten their ability to connect with specific segments.
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