Facebook CEO Mark Zuckerberg announced on Tuesday that the social media platform would now allow users to turn off political ads.
"Everyone wants to see politicians held accountable for what they say — and I know many people want us to moderate and remove more of their content," Zuckerberg wrote in a USA Today op-ed article. "For those of you who've already made up your minds and just want the election to be over, we hear you — so we're also introducing the ability to turn off seeing political ads."
The feature allows users to turn off ads about political, social, and electoral issues from political candidates, super PACS, and other political organizations.
The platform will roll out the feature for some users starting Wednesday and says it should be available to all users over the next several weeks.
Facebook will still remind users to vote, Zuckerberg added.
Zuckerberg also said that Facebook would create a Voting Information Center with information about registration, early voting, and voting by mail in an effort to increase voter registration and turnout, as well as boost marginalized voices.
"Ultimately, I believe the best way to hold politicians accountable is through voting, and I believe we should trust voters to make judgments for themselves," Zuckerberg said. "That's why I think we should maintain as open a platform as possible, accompanied by ambitious efforts to boost voter participation."