The social network Twitter announced, on Tuesday 3 January, that it would once again allow ‘cause-based’ political and election ads. These had been banned in 2019 by decision of the company’s then chairman and CEO, Jack Dorsey.
“We believe that cause-based advertising can facilitate public conversation around important topics. Today, we’re relaxing our ads policy for cause-based ads in the US. We also plan to expand the political advertising we permit in the coming weeks”, the social network said.
This decision is in line with other changes introduced by the US entrepreneur, billionaire and owner of Twitter since April, Elon Musk, such as the deletion of journalists’ accounts (see EUROPE 13090/31), the mass dismissal of employees (see EUROPE 13086/10) - in particular those responsible for moderating content - or the reactivation of the accounts of certain extreme right-wing figures.
The return of political advertising on Twitter comes as the European Parliament and EU Council are currently working on a text on transparency and targeting of political advertising. The text is expected to, among other things, serve to limit the risks of interference when political advertisements are broadcast by actors from third countries (see EUROPE 13051/30). (Original version in French by Thomas Mangin)