Twitter Inc. founder and Chief Executive Jack Dorsey announced Wednesday that his company's social media platform - in pointed contrast to Facebook Inc. - will stop running political advertising worldwide.
"A political message earns reach when people decide to follow an account or retweet".
And, the policy will be implemented from 22 November - just days before the United Kingdom general election.
Mr Dorsey said the new policy, details of which will be unveiled next month, would ban ads on political issues as well as from candidates.
"For instance, it's not credible for us to say: 'We're working hard to stop people from gaming our systems to spread misleading info, buuut if someone pays us to target and force people to see their political ad...well...they can say whatever they want!'" Dorsey tweeted. "We believe this decision should not be compromised by money", he said.
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In a long thread of Twitter messages, he wrote that online political ads "present entirely new challenges to civic discourse", including "machine learning-based optimization of messaging and micro-targeting, unchecked misleading information, and deep fakes".
The final policy will be available by 15 November, noting that ads in support of voter registration will still be allowed. This is about paying for reach.