Twitter CEO Jack Dorsey was highly praised last month when he revealed that Twitter would ban all political advertising on his site in no uncertain terms.

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This followed a speech from Facebook CEO Mark Zuckerberg in which, under the banner of ‘ voice and free expression, ‘ he defended the decision of his site not to subject political ads to fact-checking, That is to suggest, let the people decide what’s true and what’s not the political candidates. In comparison the role of Dorsey was a welcome relief, a CEO of the social platform willing to take a stand.
Yet even as it was announced by Dorsey, some – like presidential candidate Elizabeth Warren and Instagram chief Adam Mosseri – questioned how it could possibly work in practice.
Now, Twitter has released its detailed, updated policy on political ads, which does not go as far as proposed initially but aims to restrict the use of Twitter advertisements for political campaigning.
First of all, Twitter says it will prohibit the promotion of political content, described as: “political content”
“Content that references a candidate, political party, elected or appointed government official, election, referendum, ballot measure, legislation, regulation, directive, or judicial outcome. Ads that contain references to political content, including appeals for votes, solicitations of financial support, and advocacy for or against any of the above-listed types of political content, are prohibited under this policy. We also do not allow ads of any type by candidates, political parties, or elected or appointed government officials.”
What seems to be a little clear-cut-but what about the reported conflict between non-politically affiliated groups ‘ political campaigning and activism? Twitter also launched a new ad category called ‘ Cause-based advertising ‘ for this feature.
Twitter will allow restricted advertisement promotion under its ‘ cause-based ‘ banner:
“Educate, raise awareness, and/or call for people to take action in connection with civic engagement, economic growth, environmental stewardship, or social equity causes.”
Such ads cannot be used to drive political judicial, legislative or regulatory results,” so advertisers need to be certified to run these promotions.
The targeting ability of any such advertisement will also be limited by Twitter:
“Targeting is limited to geo, keyword, and targeting of interest. No other targeting forms, including tailored audiences, are allowed.
Geo-targeting can only occur at and above the level of the government, province or region. Targeting zipcode level is not allowed.
Keyword and targeted interest may not include terms linked to political content, prohibited sponsors, or political leanings or affiliations (e.g. conservative,”liberal,” “political elections,” etc.).


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