X has tightened its paid partnership policy to prohibit gambling-related businesses from using compensated creator posts to promote their products. The change targets the “paid partnership” label used by influencers and affiliates, cutting off a channel that has become common for sportsbook brands, sweepstakes platforms, and gambling content creators.
The shift applies to paid partnership posts, not to traditional advertising purchased through X’s separate ad platform, which operates under different rules and approval processes.
A broader definition of paid partnerships
X defines paid partnerships as situations where a brand provides compensation or incentives to a user to promote a product or service. The policy is written to include common affiliate mechanics, including commission-based arrangements that use affiliate links, discount codes, or brand ambassadorship deals.
In practical terms, creators who disclose posts as promotional content can no longer accept gambling-related sponsorships for that format, even if the post follows X’s disclosure requirements.
Gambling joins a long prohibited list
Under the updated policy, gambling products and services are included among prohibited industries, alongside categories such as alcohol, tobacco, weapons, drugs, and certain financial products. X’s gambling language spans lotteries, social casinos, sports betting, and other gambling-related content.
The policy also notes that exceptions may be considered on a case-by-case basis through an internal sales representative, setting up a formal gate for any gambling-related partnership activity.
Enforcement levers include restrictions and suspensions
X says violations can lead to content removal or temporary account restrictions, including read-only status. Repeat violations can result in account suspension, raising the stakes for creators who have built revenue around recurring partner campaigns.
The effect will depend on enforcement consistency. Gambling operators and affiliates may need to shift spend toward standard ad buys, rework creator programs, or move promotion to other platforms with clearer gambling creator rules.
A change that lands as prediction markets draw scrutiny
The update arrives as prediction markets and gambling platforms face growing attention over social media promotion and affiliate-driven growth loops. X’s own partnership history in the sector, including its 2025 relationship with Polymarket, adds another layer of complexity in how the platform draws the line between gambling, prediction products, and financial services marketing.
