Twitter to Restrict How Certain Advertisers Target Users

Twitter will no longer allow certain types of geographic or keyword targeting for advertisers promoting any type of cause, as part of rules aimed at blocking most political-related ads on its platform. Geotargeting isn’t allowed at the ZIP Code level nor are advertisers allowed to target users by their political leanings or affiliations, as part of efforts to limit issues-based advertising. Twitter defines issues-based ads as those related to civic engagement, economic growth, environmental stewardship or social-equity causes. For-profit organizations cannot run ads driving political, judicial, legislative or regulatory outcomes and must also follow the new policy, in attempts to eliminate potential loopholes. Twitter officials said the company will likely make mistakes and need to evolve its policy, which will go into effect worldwide Nov. 22.