Meta tests Ads on Threads amid moderation

Meta, the parent company of Facebook, has begun testing advertisements on its social media platform Threads, according to Instagram and Threads head Adam Mosseri.

The testing involves a select group of brands in the United States and Japan.

Launched in 2023 as an alternative to Elon Musk’s X (formerly Twitter), Threads emerged in response to changes on X, such as paid subscriptions and reduced content moderation, which drove away some users and advertisers.

Mosseri noted that the ads would be relevant and engaging for users, with his team closely monitoring feedback. Advertising on Threads aligns with Meta’s broader strategy of generating revenue through ads across its platforms.

The move comes amid heightened scrutiny of Meta’s recent policy changes, including the end of its U.S. fact-checking program and relaxed content moderation rules.

These shifts have drawn criticism for potentially allowing more controversial content, echoing policies implemented by X.

Analysts are divided on the impact of Threads ads. Jasmine Enberg of Emarketer noted potential user backlash but highlighted opportunities for Meta as brands seek alternatives to TikTok, which faces regulatory uncertainty in the U.S.

Meta reports that Threads has 300 million monthly users, though critics question the accuracy of this figure, citing the platform’s integration with Instagram, which may artificially boost user statistics.