Thread by @vijaya

Today, we’re sharing the full details of Twitter's new political ads policy. I encourage you to read through it for the full detail, but I wanted to share some of the thinking that went into its creation. This new policy goes into effect on 11/22.

business.twitter.com/en/help/ads-po…

Digital advertising is incredibly effective. We must address the risk that brings when it comes to driving political outcomes. With that in mind, three beliefs guided the development of a policy that we think is the right one for Twitter and how our service is used:

1. Political message reach should be earned, not bought.

2. Advertising should not be used to drive political, judicial, legislative, or regulatory outcomes; however, cause-based advertising can facilitate public conversation around important topics.

3. Advertising that uses micro-targeting presents entirely new challenges to civic discourse that are not yet fully understood.

We’ve done our best to make this policy straightforward, but inevitably there are some subjective areas. We’ll work to ensure transparency around our decisions.

Here are the main points:

We’ll no longer allow political ads, including ads focused on influencing votes for candidates, parties, ballot issues, or elections. We also won’t allow advertising from candidates, parties, or affiliated groups such as political action committees (PACs).

We’ll allow not-for-profits and for-profits to use cause-based ads. We’ve added restrictions, including no micro-targeting, to ensure they aren’t used to circumvent our political ads policy. Political orgs, candidates, and politicians will not be allowed to use cause-based ads.

This is new territory. As with every policy we put into practice, it will evolve and we’ll be listening to your feedback. We’ll learn and get better.