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X reverses its gambling content rules for paid partnerships
After X excluded gambling from its Paid Partnership policy, it has now reset the guidelines and removed gambling and crypto from the “prohibited industries” category.
The policy was officially updated on March 1, 2026, and now does not include crypto or gambling in its prohibited index for products or services that cannot be endorsed by any form of paid promotion.
The gambling and crypto industries faced some confusion with the decision, as both were expecting even more restrictions on their content; however, in the EU and the UK, the limitations will still remain.
X defines:
“A paid partnership exists where a third-party brand provides compensation or incentives to a user to promote its products or services. Disclosure is required whether the arrangement involves gifted products, direct payment, revenue-sharing links, or formal endorsement contracts.”
In Europe, all forms of gambling and crypto promotions remain under the prohibited category, while in the UK, creators must add “applicable disclosures” to warn the audience about the purpose of the content.
The policy change coincided with X’s Product Lead Nikita Bier’s tweet, in which he wrote that a mandatory “Paid Partnership” label must be included in organic posts that involve commercial compensation.
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