Twitter India has often been accused by the BJP and other right wing parties of bias. However, just before the elections Twitter India has adopted a new strategy to strengthen its position in the Indian market.
Twitter has often been accused by the government of deliberately delaying the removal of objectionable content from its platform. The social networking site is also facing heat in country for being biased against the right wing organizations and supporting liberals and so-called pseudo intellectuals.
The Parliamentary Committee on Information Technology (IT) has summoned Twitter CEO Jack Dorsey on 25th February 2019 over his role in taking measures to ensure safety and security of the users also to clarify the allegations that the social media site is discriminating against ‘nationalist’ Tweets and posts on its micro-blogging platform.
As India gears up for the Lok Sabha elections, Twitter India has announced to bring its ATC (Ads Transparency Centre) to India on 11th March 2019.This will allow everyone to view political ads with all the details like the amount of money spent on advertisements and targeted demographics. In the ATC (Ads Transparency Centre) dashboard, people can view ads that have run on Twitter within the last 7 days from any Twitter account.
Twitter India said in a statement, “If an ad is reported and taken down from Twitter, it will be archived in the Ads Transparency Centre within approximately 24 hours”. As per the policies of Twitter, if the account is suspended, Tweets will not be shown in the Ads Transparency Centre. The same applies to deleted Twitter accounts and Tweets.
Micro-blogging platform Twitter has given special privileges to political advertisers which fall under the Political Campaigning Policy. They will now be able to see many details, including billing information, ad spend, and impressions data per tweet. Additionally, it would show demographic targeting data for the ads being served, both intended by the advertiser and actually delivered by Twitter.
Twitter said in a statement, “We are making it clearer who is advertising Indian political campaign content on Twitter by including a visual label and disclaimer information on promoted content from certified accounts. This will allow users to easily identify political campaign ads and to know who paid for them.”
No login or Twitter account would be required to access the Ads Transparency Centre.
Twitter has given top priority to Indian elections and said, “Only certified advertisers will be allowed to run political campaigning ads on our service. Political advertisers must apply now for certification and go through every step of the process.”