As regulated gambling markets continue to develop, player protection is becoming a main part of how operators build and manage their products. It is no longer something...
X excludes gambling from Paid Partnership policy
X has renewed its Paid Partnership policy and removed gambling from the list of permitted industries for commercial collaboration.
The policy was updated on February 13, 2026, with no notice, and moved gambling to the prohibited industries list, which will greatly affect how affiliates and gambling operators offer their services on the platform.
As stated in the policy, the ban covers “gambling products and services (including lotteries, social casinos, sports betting, and other gambling-related content).”
Any post created in exchange for compensation or incentive from a third party is classified as a Paid Partnership by X, which includes affiliate commissions, revenue-sharing agreements, referral and discount codes, ambassador arrangements, direct payments, and gifted products or experiences.
There are organic Paid Partnerships and paid advertising supervised by separate X Ads policies. Agreements between operators and content creators usually result in posts with tracking links or promotional codes, but the updated rules will limit monetized organic gambling promotion.
As gambling-related Paid Partnerships will be banned, operators and affiliates will have to either move to formal advertising channels that meet X Ads standards or focus their activity entirely on other platforms.
X noted that violation of the policy will result in content removal, temporary account restrictions, or read-only status, while repeated violations can lead to account suspension.
On June 12, Flutter Entertainment revealed that it plans to remove its listing of ordinary shares from the London Stock Exchange (LSE), effective August 3, 2026.
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