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Political Advertising Will Be Halted By Spotify In 2020


12/28/2019


Political Advertising Will Be Halted By Spotify In 2020
The music streaming platform Spotify has announced that political advertisement selling will be temporarily stopped by it on its platform in in early 2020.
 
Spotify’s original and exclusive podcasts will also be included in the temporary halt in selling advertisements later on, said the most popular paid music streaming service of the world which in October reported to have almost 141 million users who regularly tune into its ad-supported platform.
 
This news about the company’s decision was first reported by Ad Age and it was made at a time when the campaigning of the elections for the presidential elections in the United States for November 2020 is slated to gain steam. 
 
In recent years, there has been intense pressure from various quarters including regulators and law makers especially in the United States on the social media platforms Facebook and Alphabet's Google over their inaction and lack of commitment to tackle the spread of misinformation on their platforms. The two companies are also under pressure for not doing enough to prevent political advertisements that carry content that are either false or where misleading claims are made.
 
Some of the social media companies have however taken measures to try and prevent misleading political advertisements. For example in October this year, micro blogging platform Twitter announced its decision to completely ban political ads on its platform. Last month, Google announced that the ability of users and advertisers to target election ads using data such as public voter records and general political affiliations will be stopped by it to prevent targeted spreading of misinformation and false claims through political ads.
 
"At this point in time, we do not yet have the necessary level of robustness in our processes, systems and tools to responsibly validate and review this content," a Spotify spokeswoman said in a statement to the media. "We will reassess this decision as we continue to evolve our capabilities."
 
Currently Spotify has a policy of only accepting political advertisements form and for the United States. However the company declined to reply to questions from the media about the amount of revenues that is generated by it from political ads.
 
"Spotify wasn't a widely used online advertising platform for campaigns before," said Eric Wilson, a Republican digital strategist. "But as other online platforms restricted their political ad inventory, advertisers were on the hunt for new options."
 
Political groups such as candidates for office, elected and appointed officials, political parties, political action committees (PACs) and SuperPACS will be covered under the new policy of Spotify. Its new policy will also entail the company not selling  ads that advocate for legislative and judicial outcomes.
 
The company however made it clear that the temporary hiatus is only applicable for the ad sale that the company does nut will not be applicable for any advertisements that are embedded in third-party content. However the company confirmed that such third party content will continue to be subject to Spotify's broader content policies.
 
(Source:www.economictimes.com)