CEO of Twitter Elon Musk is relaxing caused-based ads restrictions on the micro-blogging platform.
Cause-based ads relating to topics like economic growth, social equity, environmental stewardship, etc, will be permitted on the platform, but will only be targeted to users in the U.S.
Twitter revealed that it believes Cause-based ads can facilitate public conversation and important topics, hence the need to relax its restrictions.
The company wrote on its Twitter safety handle, “We believe that cause-based advertising can facilitate a public conversation around important topics. Today, we’re relaxing our ad policy for cause-based ads in the US.
“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.”
Also, Elon Musk disclosed plans to lift the ban on political ads in the coming weeks, which was implemented by the former CEO Jack Dorsey.
In November 2019, Twitter banned political ads that promoted candidates, parties, governments or officials, and certain political nonprofit groups.
Although Twitter did not entirely ban political content on the platform, rather it banned the paid promotion of such content, which it disclosed that political message reach should be earned and not bought.
It further disclosed that ads should not be used to drive political, judicial, legislative, or regulatory outcomes.
All these recent relaxations on Twitter ads are happening at a time when there has been limited ad spending on the platform, which led to a massive drop in Twitter’s revenue.
Twitter’s internal ad revenue projection has fallen to $1.1 billion from $1.4 billion as it struggles to retain advertisers. It lost half of its 100 top advertisers since Musk took over the company in October 2022.
Although, Musk blamed activist groups for pressuring advertisers, noting that nothing changed with the platform’s content moderation even though he did everything he could to appease the activists.