According to Reuters, Twitter Inc. will lift its 2019 prohibition on political advertising as the Elon Musk-owned firm looks to increase income. The allegation was based on interviews with Twitter’s head of trust and safety. Tuesday saw a post from the social media platform’s Twitter Safety account announcing that it will ease its “cause-based marketing” policy in the US and match it with those of TV and other media outlets.

Although the Chinese video platform TikTok continues to exclude political marketing, the shift would put Twitter’s policy closer to those of Meta Platform’s Facebook and Alphabet Inc.’s YouTube, which permit political advertising. The social media business stated, “We believe that cause-based advertising may stimulate public discourse around crucial issues. According to Ella Irwin, Twitter’s head of trust and safety, cause-based adverts that will be permitted on the platform include those that inform or increase awareness of topics like voter registration, climate change, or government initiatives like the Census.

Less than $3 million of the total expenditures for the 2018 US midterm elections went into political advertising, which made up a tiny portion of Twitter’s overall earnings. After receiving harsh criticism for permitting the spread of election disinformation, Twitter and other social media platforms decided to restrict political ads in 2019. Additionally, it prohibited ads for social purposes. The announcement of the change was made via a tweet from Jack Dorsey, the former CEO of Twitter, who stated, “We think political message reach should be earned, not purchased.”

Since Musk took over Twitter in late October, corporate advertisers have fled as a result of the Tesla CEO firing thousands of workers, undoing Donald Trump’s permanent suspension, and rushing a paid verification feature that led to scammers posing as publicly traded companies on the social media platform. Last month, Musk justified his drastic cost-cutting tactics and said that Twitter will have a $3 billion “negative cash flow” in 2019.