Social media platform X has lifted its global ban on paid crypto and gambling promotions, introducing a revised labeling framework that places responsibility on influencers and creators to disclose sponsored relationships and comply with local laws.
Under X’s updated paid partnership policy, users may publish promotional content tied to cryptocurrencies if they follow the platform’s disclosure requirements and all applicable advertising and financial promotion laws. The change reverses earlier restrictions that placed the entire Financial Products category into prohibited status for paid promotions and influencer partnerships in June 2024. At the time, X cited concerns about undisclosed endorsements and aggressive shilling by influencers who failed to reveal commercial relationships.
The new approach defines paid partnerships as cases where a third-party brand compensates or incentivizes a user to promote products or services. This includes gifted products, monetary payments, in-kind contributions, affiliate commissions, discount codes, and brand ambassador agreements. Posts that qualify as paid partnerships must carry the “Paid Partnership” disclosure label through X’s content disclosure settings. Once toggled on, the post automatically displays the paid partnership designation.
X states that creators must ensure the promoted product, service or call-to-action appears clearly in the post without requiring additional clicks to understand the commercial nature of the message. The company also stresses compliance with advertising laws, including the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising where applicable.
Regional restrictions remain in force
Despite the global lift, the feature does not apply in jurisdictions with stricter financial promotion frameworks. Paid crypto partnerships remain restricted in the United Kingdom, the European Union and Australia. Influencers bear responsibility for ensuring that such content does not become visible in those markets.
Regulatory pressure in these regions has shaped the policy landscape. The U.K. Advertising Standards Authority has taken action against crypto advertisements that downplay investment risks, including a ban on a Coinbase campaign. Australian regulators have also pursued enforcement, including legal action against Meta over misleading crypto ads. These precedents reflect a broader effort by authorities to curb speculative or opaque digital asset marketing.
X first imposed restrictions on crypto advertising in 2018, shortly after similar moves by Google and Meta, then operating as Facebook. The earlier clampdown followed a wave of initial coin offerings and promotional campaigns that raised investor protection concerns. The June 2024 decision to move Financial Products into prohibited status for paid partnerships marked another tightening phase before the current rollback.
Prohibited industries still excluded
While crypto promotions may now proceed under strict disclosure rules, X maintains a broad list of excluded industries. Paid partnerships cannot promote adult products and services, alcoholic beverages, dating platforms, drugs and drug-related products, health and wellness supplements, pharmaceutical products, tobacco, weapons, or weight loss services. Political and social issue content for commercial purposes also remains barred.
X states that violations may lead to enforcement measures that range from requiring post removal to temporary read-only restrictions and potential account suspension for repeated breaches. Accounts created solely to violate the paid partnerships policy may face suspension. Anyone can report suspected violations through X’s paid partnerships reporting form, and an X account is not required to file a complaint.
Transparency push aligns with product expansion
Nikita Bier, head of product at X, said the feature aims to help creators build and grow businesses on the platform while maintaining transparency with followers. X frames the policy shift as a balance between commercial opportunity and user protection.
Today we're announcing Paid Partnership labels on posts. X's core value is providing on authentic pulse on humanity.
— Nikita Bier (@nikitabier) March 1, 2026
While we want to encourage people to build their businesses on X, undisclosed promotions hurt the integrity of the product and lead people to distrust the content… pic.twitter.com/CmrRDx5tU1
The announcement coincides with a broader product roadmap under owner Elon Musk. On Feb. 11, Musk said the planned payments system, X Money, will launch as a limited beta within two months before a wider rollout. X Money forms part of Musk’s “everything app” vision, which seeks to combine social networking, messaging and financial services under a single platform, similar to China’s WeChat.
X has not confirmed whether cryptocurrencies will integrate into X Money. However, the company has announced plans for “Smart Cashtags,” a feature that will allow users to view real-time price charts and access buy and sell buttons for major assets, including cryptocurrencies, directly from their timelines. Last year, X partnered with Visa to enable digital transactions within the platform, reinforcing its financial services ambitions.
The policy update signals a recalibration rather than a full liberalization. Crypto promotions may return to feeds under clearer labeling rules, but geographic limits and strict compliance obligations remain central to the framework.
Matvii Diadkov
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