X Blocks Gambling from Influencer Paid Partnerships

X has updated its Paid Partnerships Policy to prohibit gambling promotions within influencer collaborations and compensated content arrangements. The change means that gambling-related products and services can no longer be promoted through paid endorsements, affiliate agreements, brand ambassador deals or sponsored posts on the platform.

According to X, paid partnerships involve a third-party brand compensating a creator to promote a product or service. Under the revised rules, gambling — including sports betting, lotteries and social casino products — is now classified as ineligible for such arrangements. The restriction places gambling alongside other controlled sectors such as financial services, alcohol, pharmaceuticals and political campaigns.

Paid Partnerships vs Standard Advertising

The platform has clarified that its Paid Partnerships Policy is separate from its standard advertising framework. While influencer-led gambling promotions are now banned, certain gambling advertising may still be permitted under X Ads, provided it complies with the company’s advertising policies.

X also reiterated that any paid partnership must include clear disclosure of commercial intent, using labels such as “Ad” or “Promoted Content.” However, disclosure alone will no longer allow gambling promotions through influencer channels.

Reflecting Global Regulatory Pressure

The update reflects tightening global oversight of gambling marketing, particularly influencer-driven campaigns. Several European jurisdictions have introduced restrictions on gambling promotion via social media, while other regulated markets are reviewing similar measures.

The move further narrows digital acquisition channels for licensed operators, underscoring a broader trend: social media platforms are increasingly recalibrating how gambling content is distributed and monetised in response to regulatory and public scrutiny.