X (Twitter) bans gambling influencer agreements & paid partnerships
In a move that redefines the rules of the game for social media affiliate marketing, the X platform (formerly Twitter) has drastically updated its Paid Partnerships Policy. From now on, the company led by Elon Musk explicitly prohibits influencers and content creators from promoting gambling products or services through compensated agreements. This restriction not only applies to traditional sponsorships but also covers the entire spectrum of incentives, from affiliate agreements and "brand ambassador" figures to the delivery of gifts in exchange for promotional mentions.
The new directive places gambling in an index of restricted sectors alongside financial products, cryptocurrencies, alcohol, and adult content. For X, the definition of gambling is broad and leaves no room for ambiguity: it includes lotteries, social casinos, sports betting, and any service related to wagering. It is important to note that the platform makes a clear distinction between these "paid partnerships," based on third-party influence, and its standard advertising campaigns. According to the official statement, content prohibited for influencers could still be admissible through X Ads, provided it complies with the specific advertising policies of each market.
An alignment with the global trend
This decision by X is not an isolated event, but a response to the tightening of regulations in the world's most mature markets. In Europe, countries such as the Netherlands, Belgium, Poland, and Italy have already implemented total bans on the promotion of gambling through influencers, a list that Romania and France will likely join after the 2026 World Cup. In our region, the case of Brazil is the most resounding example: since the entry into force of the regulated regime on January 1, 2025, the use of celebrities and athletes to promote gambling has been banned to protect younger audiences.
The platform has reiterated that, regardless of the nature of the agreement, transparency must be absolute. Any publication that survives internal filters or that achieves an exception, which X will evaluate on a case-by-case basis through its sales teams, must include clear and visible labels such as "Ad" or "Promoted content." The ultimate responsibility for complying with local advertising laws still rests with the creators, but X is sending a clear message to regulators in markets such as Australia and Spain, where scrutiny over the impact of social media on youth has even led to debates about platform access bans.
The challenge for operators
For licensed operators and their media partners, this update represents the closure of one of the most organic and effective acquisition channels in recent years. While platforms like YouTube or Twitch still allow certain paid promotions under specific criteria, X's tightening highlights that major tech companies are raising their security barriers in the face of social and political pressure.
In a market where the customer acquisition cost (CAC) continues to rise, the loss of the influencer channel on X will force marketing departments to redouble their ingenuity. The focus now shifts to direct advertising under strict age-segmentation parameters or to the development of proprietary content that does not rely on third parties to communicate the benefits of their regulated platforms.
Tags: X, Twitter, X betting advertising, X betting ads