Faisal Ghaffar 
Twitter announces the release of its new controls in the second week of December. These controls aim to allow brands and companies to prevent their advertisements from appearing below or above tweets having specific keywords. The social media platform made the announcement for advertisers through an email yesterday.
Twitter has been making effort to assure and entice back advertisers that preferred to pull their ads off the platform since Elon Musk purchased it in October. The new controls seem to be an optimistic part of that effort. Many reports arose in civil rights groups, revealing the level of hate speech after the Tesla CEO acquired Twitter and restored suspended or banned accounts.
Twitter generates approximately 90 percent of its revenue by offering digital ads. Elon Musk dedicated a significant drop in income to civil rights associations. It has made brands and businesses suspend the placement of their ads on Twitter.
Sources reveal that Twitter representatives had a telephonic conversation with an ad industry group, in which they said the company wanted to bring its content moderators. Many moderators got contracts using the services of in-house, third-vendors. It was what moderators commented on the call. The communication took place after Ella Irwin, head of trust & safety, revealed Twitter is likely to bend forwards automated content moderation
Irwin told Reuters that Twitter did not let its moderation team and individuals working on crucial aspects, such as child safety, get significantly hurt because of its layoff that dropped 50% of employees.
Twitter emailed to advertisers and moderators on Thursday, saying the company will begin rolling out Twitter Blue, an improved version of its subscription service, on December 10, 2022. The new & improved subscription will enable Twitter accounts to get a verified check mark.
According to the email sent by Twitter, a blue check will denote individual accounts, whereas government and business accounts will receive gold & grey check marks. Twitter will charge monthly $7 for a web-based subscription and 11 US Dollars per month for Apple gadgets.
An article published in Washington Post reports that Twitter confirms its advertisers about the removal of advertisements from user profiles. These advertisements appeared on accounts of white nationalists on Twitter.
Businesses and brands, including Snap Inc, paused their ads on Twitter, keeping the abovementioned reasons in mind. The social media video app is known for its photo messaging app – Snapchat. It has decided to pause its ads on Twitter while it succeeds in investigating the issue.
Twitter told its advertisers and moderators that amnesty reinstatements did not include users’ accounts. It referred to Elon Musk’s message, which he posted on Twitter in October, saying the company would restore those suspended users’ accounts, which have no allegation of breaking the law.
The social media company wrote in its note to advertisers that it did not intend to reinstate spam accounts, bad actors, and users committing illegal or criminal activities. Twitter did not directly react to a request for comment after it sent the email to the advertisers, despite losing several members of its communications team.
