X prohibits cryptocurrency and financial service promotions in paid partnerships
Platform X has revised its rules for paid partnerships and closed this format to the promotion of financial products. The restrictions cover cryptocurrencies, investment services, loans and buy now pay later models.
The changes apply to organic posts published under commercial agreements between brands and creators. If an influencer receives money, commission or products in exchange for mentioning a service, the post now falls under the updated requirements, X reports.
New requirements for commercial content
X classifies any form of compensation — from direct payments to affiliate links and brand ambassador roles — as a paid partnership. Such posts must now clearly disclose their advertising nature. They must include explicit labels such as “Advertisement” or “Sponsored Content” and comply with applicable laws, including US Federal Trade Commission guidelines.
The rules for paid partnerships differ from those governing X Ads. Content that is banned in organic commercial posts may still be allowed through the official advertising system.
The list of prohibited categories includes financial services, cryptocurrencies, gambling, pharmaceuticals, alcohol, weapons and other regulated industries. Violations may result in post removal, account restrictions or permanent suspension.
Consequences for the crypto market
For crypto projects, this removes one of the main promotional channels. X has long served as a platform for token launches, exchange listings and DeFi campaigns driven by influencers. Since 2021, a large share of crypto marketing budgets has shifted toward social media and creator partnerships.
That tool is now effectively off the table. Influencer promotion in paid partnership format is no longer an option. Projects will need to rely on official advertising or move budgets to other platforms. This raises customer acquisition costs and makes product launches more difficult, particularly for smaller teams.
The move signals a tougher stance on financial promotion. X is reducing its regulatory exposure and placing greater responsibility on advertisers. For the crypto industry, it means more expensive and tightly controlled access to audiences — and less room for aggressive marketing tactics.
Read also: X introduces smart cash tags with direct trading capabilities in the news feed
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