On Friday, Spotify announced that it will pause political advertisements on its free-tier streaming service or in its own exclusive content in early 2020.
The world’s most popular paid music streaming service, with nearly 141 million users tuning into its ad-supported platform in October, said the pause would extend to Spotify original and exclusive podcasts as well.
Spotify follows a decision by Twitter to ban all political ads, while Google said it would stop giving advertisers the ability to target ads using data such as public voter records and political affiliations or other factors, for its ads, including on YouTube.
“Beginning in early 2020, Spotify will pause the selling of political advertising. This will include political advertising content in our ad-supported tier and in Spotify original and exclusive podcasts,” a Spotify spokesperson said in a statement to AFP.
“At this point in time, we do not yet have the necessary level of robustness in our processes, systems and tools to responsibly validate and review this content. We will reassess this decision as we continue to evolve our capabilities,’’ spokesperson added.
Spotify, which has some 141 million users, many of whom subscribe to its ad-supported model, said it made the decision because it lacked the ability to identify and filter false information.
It’s not clear how much revenue Spotify makes from political ads, but the music service has been seen by some political strategists as an important platform to reach young voters, especially in the United States.
The new policy will cover political groups such as candidates for office, elected and appointed officials, political parties, political action committees (PACs) and SuperPACS, as well as content that advocates for or against those entities. Spotify will also not sell ads that advocate for legislative and judicial outcomes.