X, under the ownership of Elon Musk, has announced that it will allow political ads on its platform. However, the company is taking precautionary measures to ensure the integrity of these ads. It plans to vet interested groups before approving their ads. Additionally, X will launch an advertising transparency center where users can review the political ads being promoted on their feeds. Furthermore, X is utilizing its community to combat misinformation through its Community Notes feature, which allows users to fact-check and label posts based on their accuracy.

To maintain a balance between political debate and civic responsibility, X will label political ads that violate its Civic Integrity Policy. The group behind these ads will be notified if their reach is restricted. The company aims to strengthen its team responsible for overseeing elections and safety to detect threats such as manipulation and the presence of fake accounts.

X is striving to increase engagement under Musk’s leadership, and political content appears to be a promising avenue. Recently, former US President Donald Trump, who was permanently banned from X in 2021, made a return and gained attention with a widely circulated meme-ified mugshot. Additionally, an interview with Trump conducted by former Fox News host Tucker Carlson received over 260 million views on X.