X launches paid partnership labels for sponsored content

"Creators will now be able to indicate when they're sharing sponsored content or engaging branded partnerships by activating the paid partnership label via a new flag icon within the composer. That will then bring up a simple toggle to switch on the paid partnership tag, adding a small indicator below the preview image in-stream."

"X Head of Product Nikita Bier said the main focus of the option is to improve transparency around pay-per-post promotions that have run rampant recently. X has been particularly focused on crypto promotions and the use of X as a channel to amplify crypto opportunities."

"InfoFi group members can earn tokens and perks for amplifying project messages, which X claimed has resulted in more spam being posted to the app. Many of these promotions are unmarked, making it unclear that they are promoting a crypto project."

X introduced a paid partnership tagging option allowing creators to label sponsored content and branded partnerships through a flag icon in the composer or post menu. The feature adds a small indicator below preview images, making paid promotions visible to users. This transparency measure aligns X with other social platforms and evolving regulations on paid content disclosure. The update specifically targets undisclosed crypto promotions and pay-per-post schemes that have proliferated on the platform. X previously restricted API access to apps offering posting incentives to combat spam from crypto and InfoFi projects rewarding users for amplifying project messages.

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