Twitter says it would ease up on its 3-year-old ban on political promoting, the most recent change by Elon Musk as he tries to pump up income after buying the social media platform final yr.

The corporate tweeted late Tuesday that “we’re enjoyable our adverts coverage for cause-based adverts within the US.”

“We additionally plan to increase the political promoting we allow within the coming weeks,” the corporate mentioned from its Twitter Security account.

Twitter banned all political promoting in 2019, reacting to rising concern about misinformation spreading on social media.

On the time, then-CEO Jack Dorsey mentioned that whereas web adverts are highly effective and efficient for business advertisers, “that energy brings vital dangers to politics, the place it may be used to affect votes to have an effect on the lives of tens of millions.”

The newest transfer seems to characterize a break from that coverage, which had banned adverts by candidates, political events, or elected or appointed authorities officers.

Political promoting made up a sliver of Twitter’s total income, accounting for lower than $3 million of complete spending for the 2018 U.S. midterm election.

In reversing the ban, Twitter mentioned that “cause-based promoting can facilitate public dialog round vital matters” and that the change will align the platform’s promoting coverage with these of “TV and different media retailers,” with out offering additional particulars.

Fb in March 2021 lifted its ban on political and social problem adverts that was put in place after the 2020 U.S. presidential election.

Musk payments himself as a free-speech warrior and purchased Twitter as a result of he apparently believed it wasn’t residing as much as its potential as a free speech platform. However the billionaire Tesla CEO has been pressured to make large price cuts and scramble to seek out extra sources of income to justify the $44 billion buy.