Elon Musk’s Twitter Reintroduces Political Advertising in the United States
In a move that shifts long-standing policy, Twitter will re-enable political ads. The platform, steered by Elon Musk, intends to soften the ban that was put in place in 2019 in a bid to diversify revenue streams and reduce dependence on a single income source.
The change means elected officials and advocacy groups can once again pay for messaging on political issues. In the weeks ahead, this advertising policy will broaden to encompass additional forms of political advertising, extending the range of content that can be promoted on the platform.
Twitter executives stated that advertising can play a valuable role in informing the public on important issues. They announced that the policy will be relaxed for purposeful ads in the United States and that more political advertising formats will be added in the near future. This signals a shift toward alignment with traditional media in terms of how political messages are presented across platforms.
The move is part of a broader strategy to open new revenue channels for Twitter, following Musk’s $44 billion acquisition of the company. Since taking control in October, the goal has been to make the business profitable, which has included a range of changes from account verification for a fee to reconsidering the handling of misinformation surrounding public health issues. Critics warned that loosening restrictions could fuel misinformation, while supporters argued it would bolster the platform’s relevance and competitiveness in a crowded digital advertising market.
Historically, advertising accounted for the majority of Twitter’s revenue, with political ads representing a relatively small portion of total advertising income in prior years. The policy shift brings Twitter closer to models used by other major platforms that already host paid political content, including prominent social networks and video platforms, while still facing scrutiny about the potential impact on democratic processes. The decision reflects ongoing debates about how social media should balance commercial interests with public accountability and political discourse.
Earlier policy decisions, including a ban on certain political ads and targeted restrictions, were tied to concerns about the consequences for democratic institutions. Supporters of the original restrictions argued that paid partisan messaging could amplify misinformation and manipulate voters. The current direction suggests a reevaluation of those concerns in light of evolving business priorities and the competitive landscape in online advertising. This sets the stage for ongoing discussions about transparency, verification, and the role of tech platforms in political communication, as stakeholders monitor the implications for elections and civic engagement. (Attribution: industry reporting and platform statements)