X Platform Announces A New Approach to Political Ads Ahead of 2024 US Election

X, the platform that most of us remember as Twitter, is gearing up for the 2024 US presidential elections with strategic moves that balance political discourse and voter integrity

by Faruk Imamovic
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X Platform Announces A New Approach to Political Ads Ahead of 2024 US Election
© Getty Images News/Dan Kitwood

X, the platform that most of us remember as Twitter, is gearing up for the 2024 US presidential elections with strategic moves that balance political discourse and voter integrity. After putting a halt to political advertisements since 2019, the platform has now decided to reintroduce them with improved safety measures.

Here's a breakdown of X's new direction.

Strengthening the Safety Net for Democracy

Safety in today's digital age goes beyond just data protection. With the power to influence millions, X is taking a proactive approach towards maintaining a clean and trustworthy environment on its platform.

In a recent blog post, the company shared its intentions to enhance its safety and elections teams. The primary aim? To effectively combat manipulation, identify inauthentic accounts, and keep a vigilant eye on emerging threats.

X's decision comes on the heels of a series of platform changes, especially concerning content moderation. The catalyst for this transformation was Elon Musk's takeover of the company in the previous fall. This takeover marked a new era for the platform, with a renewed commitment to combating misinformation, especially in the politically charged atmosphere of election seasons.

A Refined Civic Integrity Policy

Ensuring a fair play in political debates, X has always had a civic integrity policy in place, barring any misuse of the platform for "manipulating or interfering in elections". This policy, however, is currently undergoing modifications.

X is keen on striking a balance: on one hand, the company wants to address harmful content that can deceive or intimidate voters; on the other, it wants to ensure the vibrancy of political debate isn't stifled. To keep users informed, X will now attach public labels to posts that breach the civic integrity policy.

Furthermore, the platform will notify users when a particular content's reach has been restricted owing to policy violations.

Revival of Political Advertisements with Caution

X's announcement also brought to light the return of promoted political posts.

However, this comeback is accompanied by stringent checks. Any promotional material containing "false or misleading content" or information aimed at undermining public confidence in elections will be strictly prohibited. By stating its intentions to "preserve free and open political discourse", X has reiterated its commitment to ensuring that while political voices are amplified, they are factual and do not harm the very fabric of democracy.

This fresh approach by X sets a precedent for other platforms, emphasizing the importance of balance in this digital age of rapid information dissemination.

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