The volatile path that Twitter is on (yes, I know it’s called We’ve repeated the most relevant ones here over time, but if we were to compile a full list, we’d most likely lack the time and space to complete it properly.

Just yesterday, without further ado, we talked about the incomprehensible decision to remove captions from link previews. I will not go into the assessment of this new measure, because I agree with the assessment made by our colleague J. Pomeyrol when he reported on it. I’m simply sticking with Musk’s motivation for this change, which is that it’s visually more beautiful. And of course, Who cares about usability, message clarity, etc. compared to an aesthetic criterion that has little or no documentation? Musk clearly doesn’t.

As we continue to assimilate this change, which makes it difficult to tell whether the image displayed in a tweet is just an image or a link to external content, we find another change for the worse, a really disturbing change, and this will undoubtedly serve to further tarnish Twitter’s already pretty tarnished image. A measure that seems to have been taken, yes, to make it easier for advertisers, even if it comes at the cost of deceiving users (even paying ones, yes).

The fact is that, as we can read on Mashable, Twitter has started publishing ads in a new format that does not allow them to be reported or blocked. You can see an example of this type of message in this paragraph, and as you can see, it differs exclusively from published messages (not ads) in that the username is not displayed, something that actually masks who is behind it.

In addition, although the image shows the usual elements of news (like, retweet, comment, etc.), as we can read in the said publication these do not work, preventing you from interacting with the message itself. All we can do is click on the image, which of course takes us to the advertising content it links to. Unlike what happens with the regular ad format, it is also not possible to report it to Twitter or report it as illegal content in the European Union.

Obviously, advertisers will be interested in using this new format, but we can quickly get an idea of ​​their profile. And of course, it also reveals the level of need Twitter currently has to attract new advertisers, even if it comes at the cost of providing a poorer experience for its users. Something, on the other hand, nothing new in Musk’s politics.