Twitter Inc (NYSE:TWTR) is relaxing its ban on political ads as part of Elon Musk's plan to loosen the platform's rules about the types of content allowed.
The platform banned certain forms of political advertising in 2019, arguing that political influence should be earned, not bought.
However, the social media group has said it will allow advocacy groups and elected officials to promote specific causes.
The company plans to later expand to other forms of political advertising.
Previously, Twitter had allowed cause-based advertising with certain restrictions, including a ban on advertisers using microtargeting to reach specific groups of people.
"We believe that cause-based advertising can facilitate public conversation around important topics," the company said in a tweet.
"Today, we're relaxing our ads policy for cause-based ads in the US. We also plan to expand the political advertising we permit in the coming weeks."
It added that it will change its policies to be similar to other mainstream media.
Moving forward, we will align our advertising policy with that of TV and other media outlets. As with all policy changes, we will first ensure that our approach to reviewing and approving content protects people on Twitter. We'll share more details as this work progresses.
— Twitter Safety (@TwitterSafety) January 3, 2023
Musk took control of Twitter last October after an acrimonious and protracted US$44bn bid battle.
Since then, he and his team have been looking at methods to cut costs and woo advertisers back to the platform.
With no national elections scheduled in the US this year, it remains to be seen how the platform's new policies will be received and how successful they will be in boosting its revenue.