In an effort to increase transparency for all ads on its social platform, Twitter is introducing a new “Advertising Transparency Center” as well as improved controls for customers alongwith updated advertising policies.
On Tuesday, the company said these steps will dramatically increase transparency for all ads, including political and issue-based.
Advertising Transparency Center launching in next few weeks will provide people with information such as, about who is advertising on Twitter, details behind those ads, and tools to share feedback.
The new hub more specifically will give insights on all ads, including Promoted-Only ads running on Twitter, as well as how long the ads are running, ad creative associated with those campaigns, and “which targeted ads you are eligible to receive based on whether the ad targets you or not,” the company says.
Twitter also empowering people to report inappropriate ads by giving negative feedback, like “I don’t like this ad,” so the inappropriate ads can be replaced with more relevant ads in a users timeline.
Political (Electioneering) Ads
In the Transparency Center, a special section is added for electioneering ads along with policies updatoin for electioneering advertisers, who are now required to identify their campaigns.
According to updated policies, electioneering advertisers are now require to:
- Include stricter requirements on who can serve these ads and limit targeting options
- Require electioneering advertisers to self-identify as such
- Introduce stronger penalties for advertisers who violate policies
In addition, Twitter is also enhancing the look and feel to now include a visual political ad indicator, see an example of the future political ad may look like:
“Electioneering ads refers to a clearly identified candidate or party associated with that candidate for any elected office.”
Moreover, this special section will help you see, all ads currently running or that have run on Twitter, including Promoted-Only ads, disclosure on total campaign ad spend by advertiser, transparency about the identity of organization funding the campaign, targeting demographics, such as age, gender and geography, and historical data about all electioneering ad spending by advertiser.
The company also provide more clear definition of an Electioneering ad stating,
“Twitter is basing our definition of “electioneering” ads on the FEC’s existing definition: this means ads that refer to a clearly identified candidate (or party associated with that candidate) for any elected office, are targeted to the relevant electorate for that federal candidate and are publicly distributed within 30 days of a primary election or 60 days of a general election. This policy will also apply to ads on our platform that run at any time and expressly advocate for a clearly identified political candidate.”
Regarding Issue-based ads, Twitter is commited to work with peer companies, and other industry leaders, policy makers, and ad partners to bring a clear defining of them, and will integrate these ads into the new center.
All these updates are rolling out in the U.S., and will launch globally later.