X relaxes policies for paid iGaming and crypto collaborations
In a move aimed at harmonizing commercial transparency with advertising innovation, the platform X (formerly Twitter) has reversed its recent ban on paid collaborations for the gambling and cryptocurrency industries. Following a brief restriction imposed on February 19, the social network led by Elon Musk has removed both sectors from its "prohibited industries" index, once again allowing content creators and influencers to conduct organic promotions under new disclosure standards.
This update coincides with the introduction of the mandatory "Paid Collaboration" tag, announced by Nikita Bier, X's Director of Product. This tool requires that any post involving compensation—whether monetary, in-kind, affiliate commissions, or brand ambassador agreements—be formally disclosed to the public. According to the platform, the goal is to eradicate undeclared promotions that undermine the integrity of the ecosystem and user trust.
Regulatory divergences between regions
Despite the global openness in X's policy, local regulations remain the determining factor for operators and affiliates:
- United Kingdom: Creators must strictly adhere to the guidelines of the Committee of Advertising Practice (CAP) and the Competition and Markets Authority (CMA). Failure to include the commercial warning tag can result in severe penalties.
- European Union: Gambling and cryptocurrencies technically remain in restricted categories. Campaigns targeting EU markets require individual approval and must be classified as "adult content," maintaining rigorous scrutiny over child protection.
- Global: Compliance responsibility rests solely with creators and advertisers, who must ensure that content respects local licensing laws and age restrictions in each jurisdiction.
An evolving ecosystem
This change of direction comes at a time when X is preparing for the launch of its own financial features, grouped under the "X Money" project. The platform thus seeks to securely integrate commercial flows from high-volume sectors, such as iGaming, while facing international political pressure for adolescent protection. It is worth noting that countries like Australia and Spain have already taken drastic restriction measures on social media, a phenomenon that Great Britain is closely observing.
For the online gambling sector, this update represents the return of a vital channel for influencer marketing, provided it operates under the new paradigm of full transparency and non-negotiable jurisdictional compliance.
Tags: United Kingdom, UK, online gambling advertising, gambling advertising X