X Bans Paid Gambling Promotions From Influencers

X has introduced updated paid partnership rules that restrict how brands can work with creators, with gambling now placed among prohibited promotional categories. The policy change affects advertisers, influencers, and operators that relied on sponsored posts to reach audiences through the platform.

Good to Know

• Paid influencer promotion of gambling products is no longer allowed on X.
• Enforcement can range from post removal to temporary account restrictions or suspension.
• Other restricted sectors include alcohol, dating services, financial products, supplements, and tobacco.

Users across the platform received notice of the update earlier in the week, as X expanded its prohibited industries list to include lotteries, social casinos, sports betting, and related services under gambling products and services.

New Limits on How Gambling Brands Can Appear on X

The revised framework focuses on paid collaborations rather than general discussion. X defines paid partnerships as:

“The involvement of a third-party brand providing compensation or incentives to a user, such as an influencer or content creator, to promote their product or service.”

Any arrangement involving endorsement, compensation, or commercial benefit tied to a gambling brand falls under the restriction. Policy language applies broadly to mentions or endorsements connected to value exchange.

Covered situations include products gifted by a brand, direct payments for promotion, affiliate commissions generated through links or codes, and formal ambassador agreements tied to marketing campaigns.

A shift in enforcement approach means visibility strategies that once leaned heavily on creator marketing must now adapt to organic or non-sponsored communication models. Gambling operators have increasingly relied on influencer ecosystems in regulated markets to localize reach, particularly where traditional advertising faced limits.

Penalties vary depending on severity and prior violations. A flagged post may simply require removal, while repeated issues can push an account into read-only mode for an undefined period. Continued breaches may lead to suspension.

Platform level tightening mirrors wider movement across digital media companies that are reassessing how real-money gaming appears in creator-driven spaces.

YouTube introduced comparable guardrails in November, restricting upload of online gambling content involving real-money play unless sites receive verification through Google. Age restrictions now apply to videos that show casino-style gameplay, even when no direct wagering occurs.

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