X (formerly Twitter) has ended its global prohibition on paid crypto and gambling promotions by launching a paid-partnership labeling policy. Paid crypto ads will still be prohibited in certain jurisdictions with stronger financial-promotion rules, including the UK, the EU and Australia. Under the new policy, creators and influencers must ensure paid crypto partnerships are not visible in markets where such promotions remain restricted.
X’s head of product, Nikita Bier, said the labeling is intended to help people develop businesses on the platform while making promotional relationships clear to followers. X describes paid 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 mark their own posts as paid partnerships using the new label.
The platform’s exclusion list remains in effect for a number of categories: promotions for sex products and services, alcohol, dating platforms, recreational and prescription drugs, health and wellness supplements, tobacco, and weapons. Commercial content tied to politics and social issues is also prohibited.
X plans additional feature rollouts over the coming months. Owner Elon Musk said on Feb. 11 that X Money, a payments system envisioned as part of an “everything app,” will enter a limited beta in roughly two months before a wider launch. It’s unclear whether cryptocurrencies will be integrated into X Money. X’s product team also plans a Smart Cashtags feature intended to enable users to trade stocks and crypto directly on the platform.
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