Importante anuncio desde la cúpula de Twitter. La red social ha decidido prohibir la publicidad con finalidades políticas a nivel global. Así pues, los partidos ya no podrán pagar para promocionar sus tuits políticos o para llegar a un público determinado. Según Jack Dorsey, CEO de Twitter, la medida empezará a ser efectiva el próximo 22 de noviembre.
Justifica la decisión asegurando que "un mensaje político obtiene difusión y alcance cuando personas deciden seguir una cuenta o hacen un retweet". Por lo tanto, creen que "pagar para este alcance elimina la decisión, forzando mensajes muy optimizados y segmentados hacia la gente". "Creemos que esta decisión no debe verse comprometida por el dinero", defiende.
"Aunque la publicidad en internet es increíblemente poderosa y muy efectiva para finalidades comerciales, este poder tiene implicaciones peligrosas en la política, donde puede ser utilizado para influir en el voto y afectar millones de personas", añade.
We've made the decision to stop all political advertising on Twitter globally. We believe political message reach should be earned, not bought. Why? A few reasons…🧵
— jack ������������ (@jack) October 30, 2019
While internet advertising is incredibly powerful and very effective for commercial advertisers, that power brings significant risks to politics, where it can be used to influence votes to affect the lives of millions.
— jack ������������ (@jack) October 30, 2019
These challenges will affect ALL internet communication, not just political ads. Best to focus our efforts on the root problems, without the additional burden and complexity taking money brings. Trying to fix both means fixing neither well, and harms our credibility.
— jack ������������ (@jack) October 30, 2019
We considered stopping only candidate ads, but issue ads present a way to circumvent. Additionally, it isn't fair for everyone but candidates to buy ads for issues they want to push. So we're stopping these too.
— jack ������������ (@jack) October 30, 2019
In addition, we need more forward-looking political ad regulation (very difficult to do). Ad transparency requirements are progress, but not enough. The internet provides entirely new capabilities, and regulators need to think past the present day to ensure a level playing field.
— jack ������������ (@jack) October 30, 2019
A final note. This isn't about free expression. This is about paying for reach. And paying to increase the reach of political speech has significant ramifications that today's democratic infrastructure may not be prepared to handle. It's worth stepping back in order to address.
— jack ������������ (@jack) October 30, 2019