Political Ad Ban by Twitter for micro targeting puts pressure on Facebook

It was not long before when Jack Dorsey, the CEO of Twitter announced that they will block political ads from their platform. Recently, Twitter has announced that it will be micro-targeting on Twitter as part of its new restrictions. This new policy by Twitter has put a certain pressure on Facebook, which is already facing severe criticism due to its policies on political ads.

The new changes will be practiced from 22 November. As per Vijaya Gadde, Twitter’s head of legal, policy and trust and safety, micro-targeting has certain challenges that are not yet understood; however, we believe that making these changes will bring about good business for the company.

The thing to note here is, how does it pressurize Facebook?

Facebook has a more advanced market, they have larger data of people and have millions of users on its platform. Micro-targeting is much stronger at Facebook as compared to Twitter where advertisers can bring user’s data in greater use to run ads on the platform. Furthermore, this data can let the advertisers tailor their message to present ads to people according to their personal characteristics.

Twitter’s new policies can significantly influence the way Facebook functions and runs its business. Even though Twitter’s new policies are supported by many, but some people have mentioned if it will affect free-speech on social issues.

To keep this in perspective, Twitter’s new policy does not allow political parties, politicians, political office and government officials to run ads on Twitter. Apart from it, all the organizations and committees under 501(c)(4)s will be banned from running ads on Twitter.

Only the news publishers will be allowed to report political issues, but they have to stick to Twitter’s standards for certification as a news outlet.

Including this, the non-political figures can also report on the social and political causes including climate change, rape, etc. In this way, Twitter allows free-speech on the social causes and limits political ads that have a significant influence on the people.

Cause-based advertising is supported by Twitter and is expected to pose a positive impact on users. The for-profit organizations can run cause-based ads that speak for their principles and values; however, it should not contain any legislative, regulatory, electoral or judicial outcome.

Right now, Twitter is not introducing any ban on false statements, which has sparked a lot of debate in recent times. However, Twitter is still trying to improve its services, whereas, Facebook has completely allowed politicians to present false statements in ads.

Twitter is playing its part in improving the delivery of message on their platform that can impose grave influence on the users.

Photo: AP Photo/Jose Luis Magana

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