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Meta has begun testing adverts on Threads, its latest social network, marking a significant development for the platform. Launched in the summer of 2023, Threads was introduced as an alternative to Elon Musk’s X.<\/p>\n<\/div>\n
Instagram and Threads chief Adam Mosseri <\/a>announced the trial on Friday, stating that adverts are being tested with select brands in the United States and Japan. “We\u2019re starting a small test for ads on Threads with a handful of brands,” Mosseri said, adding that his team would monitor user feedback to ensure the adverts align with the type of content users find relevant and engaging.<\/p>\n<\/div>\n The move to introduce adverts was widely anticipated, given Meta\u2019s reliance on advertising revenue across its suite of free platforms. However, the timing has drawn criticism, coming shortly after Meta relaxed its content moderation policies and ended its US fact-checking programme.<\/a><\/p>\n<\/div>\n These decisions, interpreted by many as an attempt to placate conservative critics, have sparked concerns over the potential spread of misinformation. Critics argue that the new approach mirrors X\u2019s more permissive stance on controversial content under Musk\u2019s leadership.<\/p>\n<\/div>\n According to Emarketer analyst Jasmine Enberg, the simultaneous introduction of adverts and changes to content moderation may raise concerns among advertisers. “The launch of Threads ads<\/a> just weeks after Meta’s content moderation makeover will raise advertiser eyebrows,” Enberg said. She predicted scepticism from users already wary of Meta\u2019s practices but noted that Threads could benefit as brands seek alternatives to TikTok amid its uncertain future in the United States.<\/p>\n<\/div>\n