Spotify has decided that it will take a hiatus from running political adverts on its platform. The music service feels that it hasn’t got the capacity to fairly deal with the process ahead of the all-important election next year.
The 2020 campaign is set to be a fiery affair with plenty of twists and turns along the way. Furthermore, the result will shape the future of global politics for the rest of the decade.
However, if the run-in is anything like 2016, it could get incredibly messy. Politicians and their marketing teams had invested heavily in digital ads during the last campaign.
With there being no budget constraints set on United States politicians, certain parties can also have an advantage over others when it comes to spreading its influence. Additionally, supporters of different parties have been pushing widespread propaganda, which is often not fact-checked, further manipulating the polls.
Too much to handle
Since the last campaign, technology has advanced significantly. New innovations in artificial intelligence, automation, and facial manipulation can further impact the direction of the election. With this change in mind, TechCrunch reports that Spotify will hold off from pushing politics-focused commercials on its product.
“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,” Spotify shared in a statement to TechCrunch.
“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.”
The firm isn’t the first digital company to take a stance on election ads this year. Facebook has recently been removing fake political accounts that hold artificially-generated profiles. The company has been under great for not holding accountability in its role of influencing the last elections. Subsequently, all digital platforms are now being careful with their approach this time.
Spotify could be losing out on a sizeable pay packet due to this decision. Nearly $1 billion was spent between the campaigns of both Donald Trump and Hilary Clinton heading into November 2016. This amount is likely to be raised heading into Election Day 2020.
Ultimately, Spotify has been unable to adapt in order to run a well-monitored political advertising system. However, it is one of the key instigators forcing change within the music industry with its technology. The platform’s 248 monthly users has helped it become the leading music streaming service in the world.
Do you think it’s the right decision for Spotify to pause the running of political adverts on its platform? Let us know your thoughts in the comment section.