Social platform X has ended its global ban on paid crypto and gambling promotions by introducing a paid-partnership labeling policy, though such ads remain restricted in certain jurisdictions, including the UK, the EU and Australia. Under the updated rules, influencers are responsible for ensuring paid crypto partnerships aren’t visible in markets with stricter financial-promotion laws.
X (formerly Twitter) has long been a hub for crypto companies, projects and communities. Nikita Bier, X’s head of product, said the paid-partnership labels aim to encourage people to build businesses on X while keeping promotional relationships transparent for followers. X defines partnerships as situations where a third-party brand compensates or incentivizes a user—such as an influencer or content creator—to promote a product or service. Users can also flag their own posts as paid partnerships.
The platform’s exclusion list continues to bar promotions for sex products and services, alcohol, dating platforms, recreational and prescription drugs, health and wellness supplements, tobacco, and weapons. Content related to politics and social issues is also prohibited when used for commercial purposes.
X plans several feature rollouts in coming months. Owner Elon Musk said on Feb. 11 that X Money, a planned payments system, will enter a limited beta within about two months before wider launch. X Money is part of Musk’s “everything app” vision to combine social networking, messaging and financial services, similar to China’s WeChat; whether crypto will be integrated into X Money remains unclear. X’s head of product also said the platform will introduce a Smart Cashtags feature to let users trade stocks and crypto directly on X.
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