The social media platform X is introducing an integrated 'Paid Partnership' tag option, allowing content creators to mark promotional posts without depending on manual hashtag methods. This update, revealed by Nikita Bier, the company's product lead, includes a simple switch that inserts the notice right under the main text of any message. Creators can even add it to older entries after the fact.
This addition aims to assist users in meeting longstanding Federal Trade Commission rules that demand transparent labeling of paid promotions. In 2017, the FTC issued warnings to social media influencers on this obligation, prompting Instagram to roll out its own built-in labeling system that year as well. Lacking such an option, those on X previously turned to tags such as #ad or #paidpartnership for compliance.
For months, X has been attracting content makers through initiatives like revenue splits from advertisements and dedicated subscription plans, yet the service continues to face reputational challenges amid controversies, including incidents where the Grok AI generated child sexual abuse material. The site, controlled by Elon Musk, currently faces probes from authorities in the US and internationally regarding the chatbot's actions.