When billionaire Elon Musk acquired Twitter for $44 billion, the social media company was bleeding money to the tune of $4 million a day in losses. Adding to the financial difficulties was the loss of woke advertisers who took issue with Musk’s efforts to present a level playing field, a move that negatively impacted the left’s total dominance on the platform.
In fact, Musk became Public Enemy #1 on the left for taking a stand for free speech on what he considers to be the modern-day town square.
Meanwhile, he continues to revamp Twitter to resemble an actual company that seeks to produce –egad! — a profit. The latest measure along that line is to bring back some political advertising on the site.
In a reversal of the company’s 2019 decision to ban political ads on a global basis, despite their robust impact, Twitter announced in a tweet Tuesday that it will be “relaxing” that stance.
“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 tweet read.
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.
— Twitter Safety (@TwitterSafety) January 3, 2023
“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,” the company added.
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.
— Twitter Safety (@TwitterSafety) January 3, 2023
Jake Sticka, Vice President, Client Strategy at Rising Tide Interactive, was complimentary of the change.
“Under Twitter’s previous policy, a company like ExxonMobil could advertise its work with very few limitations but climate advocacy groups were restricted from any running any advertising that held polluters to account,” Sticka said, according to Axios.
Careful not to offend those who set the day’s political narrative, Sticka advised potential advertisers to be “cautious.”
“While we are excited to have this tool back in the toolbox, the current unpredictability of Twitter’s direction makes it a less than brand-safe environment,” he said.
Many on the left will condemn any action Elon Musk takes, good or bad… here’s a quick sampling of responses to the story from Twitter:
They said they would 😉https://t.co/iCfBqEip0w
— Sam Jeffers (@wrklsshrd) January 3, 2023
How will you ensure that cause-based advertising and expanded political advertising does not promote disinformation and incite violence? This is just a cash grab if there’s no accountability.
— Amanda C in Tennessee (@amcotn) January 3, 2023
Thank you for facilitating conversation around the important topic of blocking every Twitter advertiser on sight.
— Yell in a War (@jelenawoehr) January 3, 2023
Lmao it’s absolute desperation. Have you SEEN the ads they rolled out with?
— ️ bueno nuevo ano (@CharltonLack) January 3, 2023
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Tom Tillison grew up in Maryland before moving to Central Florida as a young teen. It is in the Sunshine State that he honed both his passion for politics and his writing skills. Tillison also contributes to BizPac Review.
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