X Restricts Gambling Promotions in Paid Partnerships Policy

Social media platform X has revised its promotional rules to stop gambling-related services from appearing in paid partnership posts. The change targets influencer collaborations, affiliate arrangements, and other compensated promotional formats tied to betting activity. The update forms part of a wider adjustment in how regulated sectors use social platforms for marketing exposure.

The company introduced the change during February without a major public rollout. The revision adds gambling to sectors already excluded from paid partnerships. The category covers lotteries, social casinos, sports wagering, and similar betting content. Other restricted industries listed alongside gambling include alcohol, tobacco, adult products, financial services, pharmaceuticals, supplements, weapons, and weight-loss products.

Updated Limits On Sponsored Gambling Content

The policy focuses on posts created in exchange for incentives such as payments, referral arrangements, commissions, or branded partnerships. Influencer marketing activity that involves compensation now falls within this restriction. The platform clarified the definition by stating: “X defines paid partnerships any post that is created by a user in exchange for compensation or another incentive from a third party, including direct payments, affiliate commissions, revenue-sharing agreements, referral and discount codes or gifts.”

A further clarification expanded the scope of these arrangements: “X defines paid partnerships as the involvement of a third-party brand providing compensation or incentives to a user, such as an influencer or content creator, to promote their product or service.”

Enforcement measures include removal of violating posts, account limitations, or suspension when breaches continue. Repeated violations carry a higher risk of stronger action. Influencers and affiliate marketers who previously promoted gambling offers through compensated social posts may need to reconsider how they present such material.

X continues to treat paid partnerships differently from standard advertising placements. Some content barred from influencer collaborations may still qualify for traditional advertising if it complies with existing ad policies. The platform explained the distinction in a statement: “Our policies for Paid Partnerships are distinct from our Advertising policies. Content prohibited under paid partnerships may be permissible in X Ads. If you are interested in promoting X Ads, please refer to our X Advertising Policies.”

Links To Prediction Markets And Regulatory Climate

The policy update comes as X maintains closer ties with prediction market platforms. A partnership announced in mid-2025 positioned Polymarket as an official partner, combining real-time data distribution with access to the Grok artificial intelligence system for market insight.

Questions remain about whether prediction market content falls within the new paid partnership restrictions. The rules do not explicitly categorize prediction markets as gambling. However, financial products appear on the restricted list, leaving some uncertainty about interpretation.

Prediction market promotion has already attracted regulatory and public attention. Social media content linked to certain platforms prompted criticism late in 2025, followed by apologies and corrective actions from operators involved.

Broader Regulatory Trends In Social Media Gambling Ads

The revised policy reflects wider changes across digital platforms and regulatory bodies. Several European jurisdictions already limit influencer marketing connected to gambling activity, including the Netherlands, Belgium, Poland, and Italy. Other regions continue to assess similar steps.

Brazil introduced restrictions on betting-related influencer promotions in early 2025. The United Kingdom still permits such advertising but applies strict standards covering age controls and promotional conduct. France has indicated plans to review influencer marketing rules further after the FIFA World Cup 2026.

Search platforms have also updated advertising frameworks. Google clarified rules for gambling advertising, introduced registration requirements for affiliates, separated sweepstakes casinos from social casino formats, and allowed regulated prediction markets to advertise as financial products when authorization exists.

Authorities worldwide continue to focus on social media oversight, youth protection, and transparency in digital marketing practices. Governments in several regions have examined broader limits affecting platform access or promotional activity.

X has stated that exemptions to the paid partnership restriction may be reviewed individually through internal sales channels. The company has not indicated whether gambling operators will qualify for such exceptions.

Source:

X Restricts Gambling Promotions in Paid Partnerships, news.worldcasinodirectory.com, February 20, 2026