Snapchat on Wednesday stopped promoting posts by U.S. President Donald Trump, saying they incite "racial violence."
"We are not currently promoting the president's content on Snapchat's Discover platform," Snapchat said in response to an AFP inquiry, referencing the youth-focused social network's section for recommended content.
"We will not amplify voices who incite racial violence and injustice by giving them free promotion on Discover."
The move came after Twitter took an unprecedented stand by hiding a Trump post it said promoted violence, thrusting rival Facebook into turmoil for refusing to sanction false or inflammatory posts by the U.S. president.
The decision was made over the weekend, during which Snapchat parent Snap chief executive Evan Spiegel sent a lengthy memo to employees condemning what he saw as a legacy of racial injustice and violence in the U.S.
Snapchat will not promote accounts in the U.S. that are linked to people who incite racial violence on or off the messaging platform, according to Spiegel.
The Discover feature at Snapchat is a curated platform on which the California-based company get to decide what it recommends to users.
Trump's account remains on the platform, it will just no longer be recommended viewing, according to Snapchat.
Snapchat is particularly popular with young internet users, claiming that about half of the U.S. "Generation Z" population taping into news through its Discover feature.