Facebook said on Thursday that it has decided to stop dispatching employees to the political campaign offices to give support during their election campaigns, which its earlier use to offer like that of the election campaign for US Presidential Donald Trump in the 2016 race.

Until now, the online community platform along with other major online ad sellers which include Alphabet’s Google and Twitter have long been offering free dedicated support and assistance to further their relationships in strengthening with top advertisers such as presidential campaigns.

At that time Brad Parscale was the Trump’s online ads campaign chief in the year 2016, last year claimed that onsite “embeds” from social media company Facebook to have played a crucial role in Trump’s victory. Facebook said that such a service was offered to Democratic challenger Hillary Clinton, but she declined for this option and accepted another level of help than Trump’s.

Google and Twitter did not respond on a request to comment over the move by Facebook and a question whether they too would pull back support.

Facebook said that its personal assistance mode would not serve better than the same support being offered through an online portal. It asserted that the same help can be had by the political organizations and its employees would respond to it to receive basic training on how to use the Facebook assistance to get the ads approved.

Bloomberg was first to report such a new approach.

All the three online platforms of Facebook, Google and Twitter served the purpose of “quasi-digital consultants” for the US elections campaigns in the year 2016, as per the research was done in the University of North Carolina at Chapel Hill and University of Utah. The researchers found this in a paper published a year ago.

The companies played the role of helping campaigns to navigate their services’ ad systems and were actively involved to shape the campaign communication system by type of messages are need to be directed and at whom, the researchers stated.

After the Cambridge Analytica scandal came to the fore regarding the misuse of data from Facebook, the role of Facebook’s involvement with Trump’s campaign was scrutinized by the US lawmakers. Cambridge Analytica was responsible for consulting for the Trump campaign.

In June this year, Facebook said in a written testimony to US Congress that its employees did not find any misuse “in the course of their interactions with Cambridge Analytica” during the election campaigns.

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