Elon Musk’s ‘X’ (formerly known as Twitter) has brought in a range of so-called ‘sensitivity’ controls in a bid to entice advertisers back to the ailing social media platform.
The news comes after a turbulent few months for the site, which had experienced a 50% drop in advertising revenue since Elon Musk’s takeover. The new then revealed its controversial fresh brand identity that has been widely met with contempt across the board.
These new controls will look to address advertisers’ ongoing concerns about safety and quality checks on the platform, with anti-hate speech group the CCDH recently releasing a worrying set of findings about X’s anti-hate speech monitoring.
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Three new sensitivity measures have been introduced: conservative, standard and relaxed (soon to be available), which will control what kind of content advertisers’ campaigns are displayed alongside.
The ‘conservative’ settings will ensure that campaigns are not displayed alongside any content that feature hate speech, sexually explicit material, violence, profanity, abuse, spam or drugs.
‘Standard’ controls will avoid drug-related content, hate speech and spam, whilst ‘relaxed’ will only restrict sexually explicit and hate speech content and will be more suitable for brands looking to reach mass audiences.
