X comes with a setting for advertisers to filter controversial content

X introduces a ‘sensitivity’ setting that gives advertisers control over the type of content where their advertising is shown. Advertisers will soon be able to choose between a conservative and moderate filter. The feature will be released in the coming weeks.

With the regular filter, ads will not be shown near posts with ‘targeted hate speech, explicit sexual content, gruesome or gory images and extensive swearing’, according to a report. blog post. If advertisers choose the conservative filter, posts with all forms of sexual content, immorality, spam and drugs are also avoided. Later there should also be a ‘relaxed’ filter that only avoids posts with targeted hate speech and explicit sexual content.

The former Twitter does not disclose exactly how many posts there should be between such an advertisement and filtered content. X does say that machine learning is used to place advertisements less close to the content defined by the Sensitivity setting.

In line with this, X announces the Enhanced Blocklist, a list containing ‘unsafe keywords’. Advertisements from advertisers automatically do not appear near posts containing these keywords. This only applies to posts that appear in a user’s personalized timeline, under the For You and Following tabs.

X’s new advertising features are intended to attract advertisers. In July, owner Elon Musk confirmed reports about the sharp decline in advertising revenue of the then Twitter; the platform would earn more than half as much from advertisements. Advertisers would no longer find the social medium advertiser-friendly. This was caused by the less strict content rules on the platform after Musk’s takeover. After the takeover, he relaxed virtually all rules regarding posts, which may have resulted in more explicit and advertiser-unfriendly content appearing on the platform.