Twitter Is Wrong
Well, I need to see the actual policy first, the one that outlines Twitter’s new plan to stop all political advertising – candidate ads and issue ads – on its platform. But for what I know now, I do believe this policy is wrong. Here’s why:
1. Twitter can stop taking money, but they can’t stop people from posting political messages of support for candidates or issues. So what is Twitter actually blocking? Criticism of its platform. Donald Trump will still tweet and retweet lies.
2. Twitter’s Jack Dorsey (@jack) posted, “Internet political ads present entirely new challenges to civic discourse: machine learning-based optimization of messaging and micro-targeting, unchecked misleading information and deep fakes. All at increasing velocity, sophistication and overwhelming scale.” Right, Jack, you just described all internet advertising today. Not new, micro-targeting is promoted heavily by ad-tech companies that boast of ad-spending efficiency and communication that targets behaviors. Yes, it’s been abused through politics. But can Twitter stop it by blocking political ads? No, it’s bigger than politics. Jack admits, “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.” Banning one type of advertising doesn’t focus on the root problems.
3. Blocking one type of communication doesn’t fix all bad communication. Indeed, social media has exacerbated the worst of our communication habits. At the same time, it’s enabled greater communication – wider, faster, more targeted communication – to the benefit of the entire world. Maybe it’s like the distribution of food to grocery retailers in America. Along with the healthy fresh vegetables, we get processed meats and snack cakes. We choose what to buy and eat. Sure, government could regulate out the crap, but they won’t (and we have Citizens United).
4. More communication is better than less. This is why the internet became the internet. We all want more information. And eventually, the best information rises to the top. If we filter out the things that are uncomfortable, we make it harder for the truth to prevail.
What should @Jack do? Instead of the tiny “Promoted” graphic on the bottom of paid Twitter ads, use “Paid Political Ad” in bold type at the top and bottom of every political ad. Even better, tell us who paid for the ad. That would most likely stop at least of the advertising before it’s even purchased. You’d still get some money. And we’d all be better informed, not just happily uninformed.
Thanks