X Introduces Labels for Paid Partnerships While Blocking Cryptocurrency Advertising in Europe and UK
Under its new partnerships framework, X has introduced paid promotional cryptocurrency content, though such promotions remain prohibited in the European Union, United Kingdom and Australia owing to more stringent financial regulations.
On Sunday, X reversed its prohibition on promotional content related to cryptocurrency and gambling, creating opportunities for industry influencers to generate revenue from crypto-related content, as long as they adhere to the platform's newly established paid partnership framework.
That said, influencers promoting cryptocurrency will bear responsibility for guaranteeing that such partnerships remain hidden or inaccessible in the European Union, the United Kingdom and Australia, territories that maintain rigorous financial promotion regulations and account for a substantial portion of worldwide crypto engagement.
The platform previously known as Twitter, X has historically served as the primary destination for cryptocurrency businesses, projects and communities seeking to engage in communication.
According to Nikita Bier, X's head of product, the new feature is designed to motivate individuals to develop their businesses on X while maintaining transparency with their audience.
According to X's definition, partnerships involve a third-party brand offering compensation or other incentives to a user, including influencers or content creators, in exchange for promoting their products or services. Additionally, users have the ability to report content to X as a paid partnership.
Today we're announcing Paid Partnership labels on posts. X's core value is providing on authentic pulse on humanity. While we want to encourage people to build their businesses on X, undisclosed promotions hurt the integrity of the product and lead people to distrust the content…
— Nikita Bier (@nikitabier), March 1, 2026
Additionally, content pertaining to political matters and social causes cannot be utilized for commercial promotional purposes.
X to roll out new features in coming months
Elon Musk, the platform's owner, announced on Feb. 11 that the company's upcoming payments system, known as X Money, is expected to be released as a "limited beta" within the next two months prior to its global rollout to all X users.
X Money represents a component of Musk's vision for an "everything app" transformation of X, which seeks to provide social networking capabilities, messaging functionality and financial services, drawing parallels to China's WeChat platform.
Whether cryptocurrency features will be incorporated into X Money remains uncertain at this time.
On Feb. 14, Bier announced that X would additionally introduce a Smart Cashtags feature designed to enable users to execute stock and cryptocurrency trades directly within the platform.