Social media platform X has introduced a policy change that prohibits gambling-related products and services from being promoted through paid partnership posts. The update applies to influencer collaborations, affiliate marketing arrangements, and other compensated promotional content. The adjustment forms part of broader changes affecting how regulated industries use social platforms for promotional activity.

The policy revision, introduced in February without significant public announcement, adds gambling to a list of industries barred from paid partnerships. The category includes lotteries, social casinos, sports betting, and related wagering content. Other restricted sectors include adult products, alcohol, tobacco, financial services, health supplements, pharmaceuticals, weapons, and weight-loss products.

Influencer Promotions Face New Limits

The updated rules affect content created in exchange for compensation or incentives, including direct payments, affiliate commissions, referral arrangements, gifts, or brand ambassador agreements. X explains this category 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.”

As reported by SBC Americas, another clarification outlines the broader definition of such 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.”

Violations may result in removal of posts, account restrictions, or suspension depending on severity and repetition. Repeat non-compliance carries higher enforcement risk. These measures mean that influencers and affiliate marketers who previously promoted gambling services through organic posts may need to adjust their marketing strategies.

X maintains separate rules for paid partnerships and standard advertising campaigns. Content prohibited in influencer collaborations may still be eligible for promotion through formal advertising channels, provided it complies with advertising policies. The company stated: “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.”

Policy Context and Prediction Market Links

The update arrives while X has strengthened connections with prediction market platforms. A partnership announced in June 2025 established Polymarket as an official prediction market partner. The arrangement involved sharing real-time data for news updates and recommendations and providing users access to the Grok artificial intelligence tool for insights on trading markets.

At the same time, uncertainty remains about how prediction markets fit within the revised partnership restrictions. They do not appear explicitly within the gambling category but may fall under financial products listed among prohibited sectors.

Earlier developments in the prediction market space have attracted regulatory attention and public scrutiny. Social media posts linked to certain prediction market platforms drew criticism in late 2025, leading to apologies and corrective action by the operators involved.

The policy change reflects wider adjustments across technology and media companies concerning gambling promotion. Some European jurisdictions already restrict influencer marketing for gambling, including the Netherlands, Belgium, Poland, and Italy, while other markets continue to review similar measures.

In Brazil, influencer promotions connected to betting have been restricted since early 2025. In the United Kingdom, influencer advertising remains permitted but must comply with strict regulatory guidelines, including age restrictions and advertising standards. France has indicated plans to examine social media marketing rules further, with a focus on influencer activity after the FIFA World Cup 2026.

Google has also updated its advertising approach. The company clarified rules regarding gambling-related advertising, required certain affiliate registration procedures, and distinguished sweepstakes casinos from social casino games. It also allows prediction markets to advertise as financial products when authorized by appropriate regulators.

Scrutiny of social media platforms has intensified globally, with concerns focusing on content moderation, youth protection, and marketing transparency. Some governments have considered or implemented broader restrictions affecting social media access or promotional practices.

X has indicated that exemptions to its paid partnership policy may be evaluated on a case-by-case basis through internal sales teams. The company has not clarified whether gambling operators would qualify for such exceptions.